The purpose of this study is to examine the role of experiential value in a self-congruity and behavioral intention relationship. In particular, this study developed and tested a structural model of self-congruity theory in tourist destination. Whilst much of the self-congruity studies have incorporated functional store image, satisfaction, trust, and attitude, there has been lack of studies that examined experiential value in the self-congruity theory specifically in tourist destination. Using non-probability sampling technique, a total of 400 self-administered survey questionnaires were distributed to targeted respondents. However, only 298 feedbacks were usable and tested for data analyses. Structural Equation Modeling results revealed that self-congruity positively influenced experiential value and in turn, experiential value positively affected behavioral intention. No significant relationship was established between self-congruity and behavioral intention, but experiential value has mediated the relationship between self-congruity and behavioral intention. This study presents an effective way to offer experiential value as an important concept in the self-congruity and behavioral intention relationships. It also provides important implications for future research directions and management of tourism industry.