It is necessary to carry out various research on online word of mouth reflecting the changes in the online marketing of festival event. Purpose of this study is to identify effect relationship of online WOM characteristics through empirical analysis. The empirical analysis results are as follows. First, it was analyzed that online-WOM characteristics had significant positive effects on information trust and visit intention. Second. information trust had a signification effect on visit intention. Third, there was a moderating effect in the relationship. Based on the results of these empirical analyses, it is necessary to take a strategic approach considering that festival visitor prefer to be provided image data such as photos & video in online-WOM information provision method. As a limitation in this study, there is a need to further subdivide the classification for festival online-WOM characteristics.