Abstract：Taipei City will host the 29th Summer Universiade in 2017. The purpose of this study was to evaluate the acceptable price and preferable items of ticket and souvenir. This study used “focus group discussion” method to interview specific stakeholders. The results showed that regardless of the identity category, “the ticket for single event” is more popular than the “one package ticket for all.” Moreover, “event with domestic team” is more popular than “event without domestic team.” For the gender, “men’s event” is more popular than the “women’s event,” while “opening and closing ceremony” is more popular than “general sport events.” For the payments, “the general public” and “federations representatives” are willing to pay more than the “students.” The most important considerations for purchasing souvenir are more associated with whether it is symbolically connected with this event, practical in use, and collective value. The major conclusions of this study are: (1) Participation of domestic team will affect the preference of audiences to buy the ticket. High-tech events, such as diving and gymnastics or aesthetic events, such as opening and closing ceremony with energetic performance, along with popular baseball and basketball finals can attract more people to pay and watch. (2) Personal income could be another factor to determine the acceptable price. (Full text)