The purpose of this study is to find out whether festival human services affect the formation of festivals and regional images. The objects of this study were the participants of the Nonsan Strawberry Festival. 230 questionnaires were distributed and analyzed 227 collected questionnaires with SPSS18.0. The results of this study are summarized as followings. First, Festival human service was found to have an effect on the festival image, and all variables were analyzed to have a significant effect on the festival image. Second, among human service variables, it was analyzed that kindness and customer convenience had a significant influence on regional image. Third, all elements of the festival image had a significant effect on the regional image.
In order to successfully operate the festival and form a positive regional image, the organizer of the festival needs to establish a festival strategy by considering the factors of festival human service. In particular, among the factors of human service, the attitude of hospitality of the operating personnel, ability to speak foreign languages, and ability to cope with safety accidents were found to have a positive effect on the image formation of participants.