The purposes of the study are – first, to understand the nature of visitors to Taipei Xinyi Sports Center in terms of their demographical characteristics and motivations. Second, to obtain the customers’ perceptions of satisfaction and motivations provided by Taipei Xinyi Sports Center at present. Third, to compare the demographic variables towards the customer satisfaction and motivations of Taipei Xinyi Sports Center and fourth, to discuss the issues that related to the customer satisfaction and motivation of Taipei Xinyi Sports Center. The primary source of data collection was based on the customers who visited the Taipei Xinyi Sports Center by questionnaire distribution. Total of 260 questionnaires were given out, and 243 questionnaires were returned. After eliminating the invalid samplings, the total number of usable samplings was 233. In other words, the validity was of 89%. The questionnaires were processed by utilizing the SPSS12.0. For the analysis of each variable the descriptive analysis, t-tests, one-way ANOVA and Pearson product-moment correlation were adopted. The findings of the research are: 1.The average of customer satisfaction of Taipei Xinyi Sports Center is 3.74; standard deviation is .48 which shows that visitors are neutral satisfied with Taipei Xinyi Sports Center. 2. The customer motivation scored 3.95; standard deviation is .47, revealing that visitor motivation is neutral. 3. The finding indicated some generalizations regarding certain types of visitor motivations are greatly differ from particular demographic profile in terms of age, and number of children, educational background, and residential area. 4. Different age, level of education, and consumer behavior were found to have significant influence on the visitor motivations. 5. There is a correlation between customer satisfaction and motivations（r=.49，p<.05）.
