A structural equation model was constructed to analyze the relationship among strategic experiential modules, emotion and visitor satisfaction. For its research site, this study focused on ‘the Expo 2012 Yeosu Korea’ held in South Korea. The results of the study supported the hypothesis that the event experience is an important factor and influences visitors' level of satisfaction through emotions during the Expo. This study found that Schmitt's five types of experience indirectly affect satisfaction through positive emotional experience. The results of this study demonstrated that satisfaction not only is an issue that may be attributed to the event but also involves psychological and emotional concerns. Copyright © 2013 John Wiley & Sons, Ltd.