本研究以苗栗南庄地區52 家合法民宿投宿過的遊客為研究對象，探討遊客旅遊意象與遊客滿意度對顧客忠誠度之關係，並探討實際體驗是否會對旅遊意象、遊客滿意度對顧客忠誠度產生干擾效果。本研究採便利抽樣進行問卷發放，共計發放問卷550 份，回收有效問卷455 份。研究結果顯示：旅遊意象與顧客忠誠度(重遊意願、口碑傳播)呈顯著的正相關；遊客滿意度與顧客忠誠度(重遊意願、口碑傳播)呈顯著的正相關；實際體驗對於旅遊意象與顧客忠誠度(重遊意願、口碑傳播)之間具有干擾效果；實際體驗對於遊客滿意度與顧客忠誠度(重遊意願、口碑傳播)之間具有干擾效果。本研究結果可供南庄民宿業者參考並改善其經營缺失，使遊客更樂於前往南庄民宿住宿與遊玩。

　　This research aims to explore the relations among tourism image, satisfaction and customer loyalty (including customer returning willingness and word of mouth) of 52 legal B & B in Nanchuang. And explore the actual experience may be the moderator between tourism image, satisfaction and customer loyalty. The research method was to use questionnaire survey which collected data through convenience sampling. Five hundred fifty questionnaires were sent while 445 valid data was received. The results indicated：A positive correlation is found between tourism image and customer loyalty (including customer returning willingness and word of mouth). A positive correlation is found between satisfaction and customer loyalty (including customer returning willingness and word of mouth). Actual experience has moderate effect on the relationship between tourism image, satisfaction and customer loyalty (including customer returning willingness and word of mouth). This research results hope to give some suggestions to the operators of B&B industry and to make more tourists be willing to visit and stay in Nanchuang in the near future.