Bed and Breakfast (B&B) can be viewed as a private residence with several rooms to offer overnight
lodging customers with comfortable accommodation and breakfast at a reasonable price (Monty and Skid more,
2003). Recently, the popularity of B&B has increased, because it provides customers with comfortable and
homely atmosphere and makes them feel they have a “home” away from home.In the academic research, what
influences consumer inner cognitions toward B&B and how B&B information is disseminated in the
communication network of consumers have rarely discussed (Oh et al., 2007).