In Taiwan, the B&B (bed and breakfast) industry has been developing rapidly, and the percentage of nationals staying in a B&B in a domestic trip has been increasing year by year. Although B&Bs feature their services and attraction, the occupancy rates are still rather low, revealing the fact that an efficient and complete plan for B&Bs in Taiwan is needed. This study proposed a B&B marketing model with the concepts of “B&B destination” and “brand” as the core, building a fundamental model consisting of 5 variables, including B&B particular image, destination image, place attachment, brand personality, and tourist loyalty, in order to understand the influences of B&Bs on destinations. And SEM was applied to verify the model. The main research findings are summarized as below: (1) B&Bs played the role of releasing attraction in destinations; (2) B&B particular images positively influenced not only destination images, but also tourist loyalty; and (3) destination images not only influenced tourists’ place attachment for destinations and brand personality, but also indirectly influenced tourist loyalty through the intermediating effects of place attachment and brand personality. In sum, the B&B marketing model with the B&B destinations being the core built by this study was verified. And the performance was satisfying. It can be used as a reference for future B&B branding management.
