This research is to demonstrate tourists'' motivation types as a boundary condition to moderate the influential relationship between culture and art festival image and customer loyalty. Data were collected from 224 2008 Gwangju Biennale visitors. Results from multiple-regression analysis confirm that there are positive relationships between the festival images and loyalty and these relationships are moderated by the visitors'' motivation types. Particularly, the interaction variables pleasure × motivation types, utility × motive types, and facility × motive types significantly influence the visitors'' loyalty. Conclusions and implications are derived from the findings and directions for future research are provided. 저자 키워드 문화예술축제(Culture and art festival), 이미지(Image), 충성도(Loyalty), 광주 비엔날레(Gwangju Biennale)