This study was conducted to examine the importance degree of visitors about attractiveness of the tourist site, holding the festival, and then to segment visitors of the tourist site for making a comparative study of characteristics of demographic variables and tourism behaviors, based on the analyzed attractiveness of the tourist site. The results of this study elicited some implications. First, the experience of visiting festival(fist visiting/revisiting) and the propensity to consume(high-consume/low-consume) seemed to be effected by the cognitive differences in importance of personal service resources. Therefore, not only the marketing plans, but also the segmentation strategies of the family and the student groups, would be sought at the managing level of tourist site, the festival was held. Second, the price of shopping seemed to be low in the tourist' consume activity within the tourist site. This results showed that the tourists considered attractiveness of the souvenirs or the local products within the tourist site important, but as a matter of fact, they couldn't be satisfied with these factors.