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This study attempts to identify the level of service quality, visitors’ satisfaction and their behavioral intentions toward Iksan Seodong festival in 2005. In addition, the authors also examined whether those three elements were affecting each other or not. Three service quality factors including festival program, history education and information, and other facilities were derived from factor analysis. One of the major research findings is that the festival program most affects visitors’ overall satisfaction positively. This implies that the host of local festival must put great emphasis on organizing festival program particularly participating program. This will lead the festival to a great success and ultimately bring positive economic impact to the local government as well as the local residents.