The aim of research is to discuss OSMU of entertainment businessat empirical level. Observing the tourism industry-wide prevailing convergence with entertainment industry in which coined tourtainement, festivalshave been actively adopted entertainment contents and vice versa. Pine & Gilmore’s 4Es and OSMU theory were reviewed to verify festival participant experience and its relation with use intention to related contents. The 314 attendees of Great Battle of MyeongryangFestival was administered questionnaire. The festival was lead to believe that it is adequate for research purpose because the place has enjoyed unprecedented visitors owing to Myeongryang, the movie’s box office success. which leaded to believe that it was adequate for research objective. Findings revealed that participant experience, especially emotional and flow significantly affect festival attitude and user intention to related contents (hypothesis 1, 2) and also festival attitude to user intention (hypothesis 3). Theoretical and managerial implication also further discussed in conclusion
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