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.