The aim of this study is to identify the mediating effect of lovemarks on overseas travel experience factors, image of destination, travel satisfaction and recommendation intention. More specifically, this study adopts Pine and Gilmore’s(1998) “the four realms of an experience”(i.e., entertainment, educational, escapist, and esthetic) as overseas travel experience factors and lovemarks(i.e., a marketing concept replacing the idea of brands), in order to examine the underlying relationships among experience factors, lovemarks of destination, travel satisfaction and recommendation intention. An on-site survey was conducted with Korean nationals who visited four popular Chinese destinations(i.e., Beijing, Shanghai, Guilin, and Jangjiajie) during 35 days in 2011. A structural equation modeling was performed to identify the relationships among the factors using SPSS 18.0 and Amos 18.0. The results indicate that (1) all experience factors except escapist have positive impacts on two aspects of lovemarks(i.e., love and respect) and (2) the relationships between three experience factors(i.e., entertainment, educational, and esthetic), travel satisfaction and recommendation intention are significantly medicated by lovemarks of destination. Managerial implications for tourism destinations will be suggested to design and customize the tourism service and experience.