| Summary: | This study is to test the effect of actual self-congruity and ideal self-congruity on experiential value and behavioral intention and to compare which of the type of self-congruity has a stronger effect on these two behavioral outcomes. Despite of much attention given to the concept, few, if any, have reported its effect on experiential value and in the context of destination image. Data were collected from tourists who visited island destination. The findings of the study provide evidence that, actual self-congruity and ideal self-congruity has a significant relationship with experiential value, but has no significant relationship with behavioral intention. Experiential value has an effect on behavioral intention and actual self-congruity appears to have a stronger effect on experiential value. This study provides an empirical support for the new framework on the importance of experiential value in the self-congruity framework in destination image. © 2015 Taylor & Francis Group.
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