The purpose of this study is to analyze the effect of tourism festival on the tourism image of the local festival, which is the regional festival. First, regional festival visitor's satisfaction has been proved to have significant influence on tourism image. If regional festival is successfully held, tourism image of local area will be improved and tourism industry will be activated. They need to provide diverse attractions and entertainment, and develop a variety of programs that can take advantage of local characteristics. Second, the tourism image was found on a significant influence on the dynamic factors of emotional images handed down in verified Influencing the visitor's behavior relationships. Therefore, it is necessary to recognize the tourist image to the visitor in order to activate the local sightseeing, and to highlight the cognitive image such as convenience facilities, characteristics, safety, and shopping at the sightseeing spot through festivals, The visitor should be aware of the area. For the economic development of the region, it is important that the role of tourists who are looking for the region again and again, the regional tourism image, integrated marketing communication strategy is needed and the regional festival should play a central role. This study was conducted for visitors of Damyang Bamboo Festival. Through this study, interested parties and competent authorities should be reference materials for attracting tourists in the future.