近年來政府大力推展觀光旅遊，各地知名景點陸續舉辦應景活動，遊客產生群聚效應。民宿因旅客住宿需求，又政府於民國90年12月訂定民宿管理辦法，民宿有如雨後春筍般地興起。 本研究藉由便利抽樣問卷資料歸納與統計分析的運用，探討民宿形象、新奇性和計畫行為理論與民宿消費者再宿民宿的影響，並提供民宿業者經營策略參考，以利建立競爭優勢。 本研究發現：1、民宿的形象對於民宿消費者再宿民宿意願有正向顯著影響。2、民宿的新奇性對於民宿消費者再宿民宿意願有正向顯著影響。3、民宿消費者對於民宿的態度與再宿民宿意願有正向顯著影響。4、民宿消費者對於民宿的主觀規範與再宿民宿意願有負向顯著影響。5、民宿消費者對於民宿的知覺行為控制與再宿民宿意願有正向顯著影響。此研究結果期盼能提供民宿產業經營的新思維，為民宿的美夢世界陸續注入新活力，使民宿理想國得以永續經營。 The government actively promotes tourism, many activities for tourists around the well-known tourists attractions are organized Tourists give rise to cluster effect .In response to visitor accommodation problems, the＂ Regulations for the Management＂ proposed on December 12, 1990 promote the built of hotels speedily. In this study, convenience sampling questionnaire research methods and statistical analysis are used, the relationship of cause and effect between the B&B image and novelty and the theory of planned behavior and business strategy are explored. This study will offer guesthouse owners reference to have better competitive advantages. The study found: 1) the better image the B & B is,the more significant positive impact is on the B&B consumers to re-hostel the B&B;2) the higher novelty the B&B is, the more significant positive impact is on the B&B consumers to re-hostel the B & B;3)The better attitude the B&B consumers have to the B & B ,the more significant positive impact is on the B&B consumers to re-hostel the B&B; 4) the more subjective norm the B&B consumers have to the B & B, the more significant negative impact is on the B & B consumers to re-hostel the B & B;5)the stronger the perceived behavioral control of B & B consumers is, the more significant positive impact is on the B & B consumers to re-hostel the B & B. The results of this study are expected to provide new thinking to B&B business. Hostel Industry for B&B is gradually injected new life into the dream world of B & B and this ideal business can last long.
