In this study, it was tried to identify the effects of the consistency between the festival and self image (actual and ideal) on the satisfaction and the loyalty of tourism. For the purpose of this study, questions were made through previous studies review and for the empirical analysis, the questionnaires were distributed to 200 tourists participating in three days` Jeonbuk Gimje Horizontal Festival from September 30 to October 2, 2011. Excluding insincere answers, 185 responses were analyzed by means of frequency analysis, reliability analysis, and factor analysis, and the consistency between festival and self image was reviewed using Absolute Difference Model. To verify the hypothesis, SPSS 15.0 was used for the multiple regression analysis. From the analysis, it was found that vitality factor among festival and self image consistency made negative(-) influence on the satisfaction and vitality factor among festival and self image consistency made negative(-) influence on loyalty. These results can be interpreted that festival participants will show higher satisfaction and loyalty. It is needed to make the festival marketing approach reflecting this propensity of tourists placing high importance on the vitality in future strategy planning.