As consumers judge products by subjective cognition of brand image, brand image is one of the important keys in marketing. It affects consumers' brand loyalty and determines their purchase intention. This study takes theme park visitors as the research object, conducts a questionnaire survey of potential visitors through the Internet, and analyzes the survey results with structural equation model. The results show that the brand image of the theme park has a significant positive effect on visitors' loyalty and travel intention; while loyalty can effectively promote the travel intention. In addition, brand loyalty has a partial mediating effect between brand image and travel intention. Therefore, this study suggests that theme parks should strengthen the brand image in order to improve visitors' loyalty and travel intention.