This paper focuses on the relationship between the image of '2001 Andong MaskDance Festival as perceived by tourists and their behavioral intentions, and between that same image and the post visit evaluation of '2001 Andong MaskDance Festival.. The results of the empirical study show that festival image is a direct antecedent of perceived quality, satisfaction, intention to return and willingness to recommend the festival. The role of image as a key factor in festival marketing is thus confirmed. With reference to the other relationship, on the one hand, it is confirmed that quality has a positive influence on satisfaction, intention to return and willingness to recommend the festival. On the other hand, it is confirmed that satisfaction has a positive influence on intention to return. However, the influence of satisfaction on willingness to recommend cannot be corroborated. In this sense, further research could be necessary.