Novelty seeking motivation is the core element, stimulating tourists to the adventure tourism. Kien Giang marine and coastal adventure tourism always update itself to attract both domestic and foreign tourists. This research is carried out to prove the impacts of the motivation to search for the novelty to the satisfaction and loyalty to a destination of Kien Giang marine and coastal adventure tourism. On appying the structural equation model, this research has shown that the attractiveness of a destination positively influences the motivation of searching for novelty. Meanwhile, such motivation also strikes a positive influence on the satisfaction and loyalty of tourists. Several recommended policies have been made to boost the motivation of finding the new experience of marine and coastal adventure tourism in Kien Giang.