This study attempted to examine if respondents' perceptions toward the components of festival evaluation, satisfaction, and behavior vary depending on experiences from different places of a festival in two consecutive years. A total of 478 respondents were collected to conduct statistical analyses such as factor analysis and t-test analysis based on a SPSS program. The findings of this study revealed that: (a) the components of festival evaluation were classified into two factors: 'hardware' and 'software'; (b) it was found that respondents' perceptions toward the components of festival evaluation, satisfaction, and behavior varied depending on experiences from different places of a festival in two consecutive years; and (c) there are differences between the visitors and residents on festival evaluation and satisfaction behaviors. The results may help not only develop place marketing strategies but also offer managerial guidelines for the target festival.