This study investigated the relationships among festival evaluation factors, purchase intention, and satisfaction. Data was collected from the 330 visitors of Cheongsando Slow Walking Festival (April 16- April 30, 2012). The results were as follows: Firstly, festival evaluation factors (``accessibility/promotion and information``, ``festival`s contents``, ``food/tourism``, ``facilities``, except festival`s products) had a significant influence on visitor`s satisfaction. Secondly, festival evaluation factors (``accessibility/promotion and information``, ``festival`s contents``, ``food/tourism``, except ``facilities``, ``festival`s products``) had a significant influence on purchase intention. Thirdly, satisfaction of visitors had a significant influence on purchase intention. Lastly, satisfaction had a mediating effect on the relationship between festival evaluation factors(``accessibility/promotion and information``, ``festival`s contents``, ``food/tourism``, except ``facilities``, ``festival`s products``) and purchase intention. Previous researches saw satisfaction as a mediating variable, and this information triggered the discovery of the relationship between festival evaluation and behavioral intention. As a result, it was found that satisfaction played a mediating role on the relationship between festival evaluation and behavioral intention.