This study aimed to explore the relationship between bed and breakfast (B&B) atmosphere, customer experience, customer value, and customer voluntary performance. A survey targeted at B&B lodgers in Taiwan was launched and a theoretical hypothesis model was examined using confirmatory factor analysis, reliability analysis, and structural equation modeling. The research results showed that the B&B atmosphere had a positive influence on customer experience and customer value. Furthermore, customer experience was positively correlated with customer value and customer voluntary
performance. Finally, some strategic suggestions on the operation and management of B&B enterprises were provided in this paper.
關聯:
Asia Pacific Journal of Tourism Research, 20(5), 541-562
