In recent years, island sports tourism is popular, but in the study, not only lack of empirical study of tourists, but also very few studies to analyze their consumer behavior. The purpose of this study is to analyze the behavior of tourists participating in island sports tourism, the construction model is based on the attraction of sports tourism, service quality, satisfaction, perceived value and loyalty factors. A total of 320 valid questionnaires were conducted on the non-randomized survey of tourists who participated in the marine recreation activities in Jibei Island, Penghu county, Taiwan. After descriptive statistics and partial least squares (PLS) statistics analysis, the results show that: Marine sports tourism attraction will directly or indirectly through the destination of service quality, perceived value, and satisfaction affect the tourist loyalty to the destination.