The purpose of this study was to examine the impact of the service quality of the travel fair on the benefit and loyalty of the fair and test the moderating effect of travel fair’s reputation on the relationship between the service quality and loyalty. Based on extensive literature review, travel fair’s service quality was divided into five factors: information, environment, human service, accessibility and souvenirs. To do this, 282 questionnaires were collected from the participants of the Hana Tour Travel Fair. In order to effectively achieve the purpose of the study, we conducted a prior study analysis on the service quality, benefits, reputation, and loyalty of the travel fair, and used frequency analysis, factor analysis, and regression analysis for empirical analysis and hypothesis verification. As a result, the effect of the service quality of the travel fair on benefit and loyalty was found to have a significant effect on benefit and loyalty. In addition, the impact of fair benefits on loyalty has been identified and significant implications have been identified. Finally, after verifying the control effect of reputation in relation to the service quality and loyalty of the travel fair, only the informational factors were found to have an moderating effect.