The purpose of this study was to investigate the effects of festival environmental cues and brand reputation on emotional responses and loyalty. This study testified who have visited in Pusan Internationl Film Festival(PIFF). Based on a total of 204 samples obtained from empirical research, this study reviewed the reliability and fitness of research model using the Spss Win 15.0 and Amos 7.0 program. The relationships hypothesized in the model were tested simultaneously by using a structural equation model(SEM). These results could be summarized as follows. First, festival environmental cues have the positive effects on emotional responses loyalty. Second, brand reputation influences positively on emotional responses and loyalty. Third, emotional responses influences positively on loyalty. Theoretical and practical implications are discussed and future research direction are outlined.