The present study identified the dimensions of brand personality of the major five international film festivals (Seoul International Women's Film Festival, Jeonju International Film Festival, Pucheon International Fantastic Film Festival, Jecheon International Music Film Festival, and Busan International Film Festival) held in Korea. The study also analyzed the impacts of visitors' perceived service quality on the film festivals' brand personality. For this purpose, secondary analyses were performed on the data obtained from the surveys for the Korea Culture and Tourism Institute's International Film Festival Evaluation in 2011. The factor analyses identified four dimensions of brand personality (i.e. excitement, competence, dynamics, and conviviality) and three dimensions of service quality (i.e. program content, responsiveness, and auxiliary amenities). One-way ANOVA revealed the differences of brand personality and perceived service quality among the film festivals, and the multiple regression analysis demonstrated the influence of the service quality on the brand personality. On the basis of the findings, managerial implications for the international film festivals' establishment of brand personality through the improvement of service quality were discussed.