The goal of ecotourism is the conservation of nature, creating benefits for local residents, and providing high quality tourism for visitors. This study investigated: (1) visitors' satisfaction about festival activities and (2) the contribution of ecotourism to the region, specifically visitors' understanding of the local culture and visitors' consumption at this festival. The results of this study were as follows. First, spending time with family was the major reason of visiting this festival. The major visiting pattern of this festival was family, too. Developing family oriented experience programs were required. Second, visitors were quite satisfied with the programs of this festival. Visitors were the most satisfied the International Butterfly Room where visitors can see live butterflies. Third, visitors could understand the local culture in this festival and the county's development strategy is related to butterflies. Visitors could see butterflies even on blankets and pillows of motels, and designs at the bus terminal in Hampyeong county. Fourth, in terms of visitors' consumption at this festival, visitors spent more money on lodging, traffic, entrance fees. Finally, managerial implications for the festival staff were suggested.

ABSTRACT
  Ⅰ. Introduction
  Ⅱ. Research Method
  Ⅲ. Results and Discussions
  Ⅳ. Conclusion
  Ⅴ. Literature Cited

• Yong-ho Roh(Upo Wetland Ecological Center)
• Gang-hoan Jeong(Dept. of Tourism Event, Pachai University) Corresponding Author
• Hong-yul Kim(Dept. of Flower Design, Catholic University of Daegu)
• Chung-gyu Lim(Dept. of Ecotourism, Kyungpook National University)
• Chae-kwan Lim(Dept. of Distribution Management, Tongmyong University)