The Goos–Hänchen (GH) shift is simulated and experimentally studied when the Bloch surface wave is excited in the forbidden band of a one-dimensional photonic band-gap structure for an excitation beam with different divergence. By changing the beam waist radius, a correspondingly changed Goos–Hänchen shift curve can be observed, where with a larger waist radius and the corresponding less divergence of the excitation beam, a greater GH shift that is closer to the Artmann estimation is obtained. The experimental demonstration of this phenomenon agrees well with the theoretical simulation.