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This study aims to compare how local and nonlocal visitors similarly and differently perceive the quality of agricultural festival and satisfaction, thus resulting in similar of different behavioral outcome. Multigroup SEM was used to test the moderating effect of local and nonlocal visitors on each path relationship proposed in the model. The results of analysis showed that festival program contributed to satisfaction the most, followed by information service and environment for local visitors. The effect of festival program was also found to be the highest for nonlocal visitors' satisfaction, but the effect of environment was almost as high as that of festival program, followed by food products and information service. The effect of facility was also statistically significant for nonlocal visitors, but its impact was negative. By the differences of quality perception and its resulting behavioral intentions between local and nonlocal visitors, this study provides insight into how to design an agricultural food festival and its marketing programs in such a way that strategically employs the differences between local and nonlocal visitors.
