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This study was to analyze the relationship of the Festival Service Quality, Festival Performance, City Brand Loyalty, and Regional Loyalty in 2015 Suncheon Bay Reeds Festival. The questionnaires were asked during the 15th suncheon Bay Reeds Festival period from October 17th to October 19th 2014 of the 490 visitors, who had finishing looking around the Festival. All the questionnaires had been collected, but the total 478 samples were used for the study, as the rest of the questionnaires were excluded due to the irreverent responses of the surveyed. Collected data were statistically analyzed using the package programs of SPSS20.0 for Windows and AMOS20.0, after the process of data coding. Study results were as follows: First, the Festival Service Quality had a significant effect on the Festival Performance. Second, the Festival Service Quality had a significant effect on the City Brand Loyalty. Third, the Festival Service Quality had no significant effect on the Regional Loyalty. Forth, the Festival Performance had no significant effect on the Regional Loyalty. Fifth, the City Brand Loyalty had a significant effect on the Regional Loyalty. Sixth, the Festival Performance had a significant effect on the City Brand Loyalty.



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Festival Service Quality, Festival Performance, City Brand Loyalty, Regional Loyalty