This study aims to understand guests' perception of spa hotels relationships of brand cognition, service quality, leisure experience and repurchase intension. Survey system targeted on Miaoli County Tai District's most advanced spas, Tyan Hot Spring Resort, for the study area, and to the field to the Taian hot spring area hotel accommodations were targeted in the spring during peak season (December through February), mining census methods were used to collect data, with a total of 387 valid questionnaires collected. Based on statistical analysis, this study found as follows: (1) Brand cognition positively impacts consume experience and service quality. Through these two variables on repurchase intension, there exists indirect effect. (2) Service quality has positive impact on repurchase intension. (3) Consume experience has positive impact on repurchase intension. In sum, we summarize findings, making specific and practical recommendations for spa operators to serve industry and for researchers as references.

This study analyzes how tourists perceive the importance of and satisfaction from marine sports. Analysis found: (a) Tourists' attraction to marine sports and satisfaction with them (from high level to low) "pleasant summer weather," "clear water," "providing water sports facilities and equipment," "spacious beach," and "good air quality;" (b) Items still needing improvement remain "unpolluted sea," "sports facilities," "professional coach," "uniqueness, and landscape viewable while taking marine sports activities," "rich in ecological resources that allow people appreciate the beauty of ecology," "safety and waters with a clear range division," and "variety of water activities for people to engage in."