Tainan has long enjoyed a reputation as a land of delicious snack foods and traditional cuisine. This study aims to investigate, in the context of food festival, the roles of festival image and destination food image in the relationships between festival experience and behavioral intentions. A survey was conducted at a food festival in Tainan, Taiwan and a total of 273 usable questionnaires were collected. A conceptual model was proposed and tested with structural equation modeling, and all hypotheses are empirically supported. Findings from this study reveal that there is an image transfer between festival image and destination food image. Via this route, festival image partially mediates festival experience and destination food image, while destination food image serves as a mediator between festival image and behavioral intentions. Managerial implications for city officials and managers with festival and destination marketing organizations were provided.