The B&B industry in Taiwan are now in its hard competitive status, however, relatively less research has been devoted to the discussion of B&B image, attractions and personality. Thus, this project is trying to discuss the B&B industry development in a more complete framework. More specifically, there are four purposes for this project.
1. To construct scales for B&B image, attraction and personality.
2. To empirical investigate the consumer’s perceptions and differences for B&B products in four regions of Taiwan.
3. To empirical test the relationship between B&B products’ image, attraction and personality, as well as their influence on the tourist’s revisit attention.
4. To propose a strategy framework for establishing the regional B&B brand.
