This research studies the influence of consumer experience, brand image, and experience value on customer satisfaction and customer loyalty in the tourist recreation hotels. The result of 685 samples leads to the conclusion that consumer experience can be divided into three categories: ”sense experience”, ”emotional experience” and ”thinking experience” by applying structural equation modeling. The consumer experience of the tourist recreation hotels' products and services affects brand image, internal experience value, and external experience value, respectively. Besides, both brand image and external experience value affect customer satisfaction and customer loyalty, respectively. The managers of the tourist recreation hotels should lead consumers to enter the experience boundary by experience marketing, and create different experience value to improve customer satisfaction and customer loyalty.