Purpose -The purpose of this study is to find ways to improve local festival success. Also we confirmed that the service quality of local festival was satisfactory to customers and visitors. And the effect of visitor satisfaction on customer behavior. Research design, data, and methodology -From July 15th to August 15th, 2018, we surveyed three festivals held in Gyeongbuk region (Yeongdeok Golden Swallow Festival, Bonghwa Swing Festival, Pohang Light Festival). Data analysis methods include data coding, data cleaning, SPSS v. 22.0 statistical package program. Result -According to the analysis that four factors(tangibility, reliability, responsiveness, and assurance) of regional festival service quality showed positive effect on customer satisfaction and behaviour intention. Conclusions -First, local festival managers should operate festivals to give positive experiences about various stores, comfort, service, educational environment and so on .Second, it is necessary to improve the quality of festivals through the advice of professionals in festivals, and to improve the satisfaction of consumers by educating service staffs. Third, festivals are changing to educational festivals and beneficial festivals in recent years.