According to the consumer's behavior theory, personal values is a major factor in determining consumer's behavior, and is used as an effective tool to understand consumer's psychographic and market segmentation. Constructing a structural equation modeling of customers' the desire to return of Tsing-Ching area based on the EKB Model, this study intends to explore the relationship between personal values, setting attributes, satisfaction and the desire to return of the customers. The present features, personal values, setting attributes, satisfaction and the desire to return of 405 respondent customers. Cronbach's α, descriptive statistics, t-test, one-way ANOVA and structural equation modeling. The result of the empirical analysis suggests that the main customer group of home stay facilities in Tsing-ching area is of 21 to 40 aged, and servicing business that have college education and average incomes from NT$ 20,001 to NT$ 50,000. As far as the home stay facilities resources are concerned, the largest percentage of the target group is using Internet as a means to acquire information. The result further suggests that the structural equation modeling of the desire to return was found to be an acceptable model. The study of relationship between personal values, setting attributes, satisfaction and the desire to return of the customers suggests the following: ˙the factors of personal values and setting attributes played a direct and positive effect on the customers' satisfaction levels; ˙the satisfaction factor had a direct and positive effect on the desire to return; ˙the factors of customers values and setting attributes had no effect on the desire to return.