This aim of this study is to suggest criteria for evaluating lovemarks used to measure the emotional relationship between tourists and festival brand, and to examine how lovemarks, developed through Structural Equation Modelling SEM) and environmental cues, can influence satisfaction and behavioral intention. In this pursuit, visitors at various regional festivals sanctioned by the South Korean Ministry of Culture and Tourism, including the Geumsan Insam Festival, Icheon Rice Cultural Festival, Ceramics Festival of GIMHEA, and the PUSAN International Film Festival, were surveyed. The relationships hypothesized in the model were tested simultaneously by using SEM, and these results could be summarized as follows. First, Strategic Experiential Modules and Environmental cues show positive effects on Lovemarks β=.797, β=.213). Second, lovemarks on satisfaction (β=.750) and behavior intention (β=.426). Third, satisfaction influences positively on behavior intention (β =.447). Theoretical and practical implications are discussed and future research direction are outlined. Putting the results and implications of this study together, the management of the festival brand should be extended to the area filled with love that can capture consumer`s mind.