This master's thesis explores the motivation, behavior, and satisfaction of festival visitors and their role in tourism. Through this study, a deeper understanding of visitor motivation, behavior, and satisfaction at festivals is obtained, highlighting their significance for tourism development. The research findings can be valuable for festival management and the creation of positive visitor experiences. Based on the knowledge of visitor motivations, festival organizers can tailor the program content, activities, and services to meet the diverse needs of visitors. By applying the research findings, positive interactions and emotional connections between visitors and the festival can be fostered, enhancing their satisfaction and loyalty, and contributing to the successful development of festival tourism in the long term. The analysis of festivals in Croatian tourism identified the advantages and disadvantages of the festival offerings, providing guidelines for further improvement and diversification of festivals. These conclusions can be beneficial for decision-makers in tourism and local communities in creating sustainable and appealing festival destinations. The motivation, behavior, and satisfaction of visitors at the Ultra Europe festival in Split are key factors for the success of the festival. Understanding these aspects enables organizers to customize their offerings, create an attractive festival experience, and meet the needs of different visitor groups. Through continuous monitoring and analysis of visitor motivations, behavior, and satisfaction, organizers can enhance the festival and ensure its future success.