Abstract：The purpose of this study was to explore four antecedents of visitors’ event excitement, including perceived uniqueness, social interaction, perceived control and perceived crowding in environmental space, and also to emphasize two consequences, such as leisure satisfaction and event loyalty. This study adopted active survey method. Data from 276 valid questionnaires were collected from the visitors of “2014 Song-Jiang Jhen Battle Array in Neimen,” Taiwan. The partial least square (PLS) procedure with Smart-PLS 2.0 was employed to test the hypotheses. The results indicated that event perceived uniqueness, social interaction, perceived control have a positive effect on visitors’ event excitement, which mediate the relationship among perceived uniqueness, social interaction, perceived control, leisure satisfaction and event loyalty. Perceived crowding has a negative influence on perceived control, while event excitement has a significant indirect effect on event loyalty through leisure satisfaction. Based on the empirical results, event excitement played a central role in the model. Furthermore, when visitors participated in a folk sport, external environmental stimuli affected their perceptions generated that subsequently resulted in emotional excitement. This event excitement leaded to their behavioral responses to event loyalty. (Full text)