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experience is related to behavioral intention. They
suggested that the more positive the customer's
experience, the more likely he or she would reuse
the service. In this study, behavioral intention is
conceptualized to capture the intensity and likeli-
hood to engage on activities in advocating as well
as sharing of experience pertaining to the destina-
tion with others through words of mouth as well as
social media. The two aspects are known as desti-
nation attachment and interpersonal engagement.
On the basis of preceding findings, the following is
hypothesized:
H1: Actual-congruity has a significant positive
effect on experiential value
H2: Ideal self-congruity has a significant positive
effect on experiential value
H3: Actual self-congruity has a significant positive
effect on behavioral intention
H4: Ideal congruity has a significant positive effect
on behavioral intention
H5: Experiential value has a significant positive
effect on behavioral intention
finally there were 298 usable questionnaires to be
included in the actual data analysis.
3.3
Data analysis
A two-phase of data analysis was used for the data
analysis. As a general procedure, the data was first
analyzed using exploratory data analysis (EFA) to
identify the underlying structure of the constructs
examined. Using varimax rotation the latent root
criterion of 1.0 was used for factor inclusion, and a
factor loading of 0.50 was used as the benchmark
to include items in a factor. This analysis proce-
dure was done to help to reduce or decrease multi-
collinearity or error variance correlations among
indicators in the confirmatory factor analysis of
the measurement model (Yoon & Uysal, 2005).
Such errors should be avoided as much as possible
in structural equation modeling procedures (Bol-
len, 1998). Eight factors with eigenvalue above 1.0
were generated which explained about 74 percent
of the total variance. Each factor has yielded a reli-
ability coefficient ranging from 0.80 to 0.90. Fac-
tor with Cronbach alpha value greater than 0.60,
is considered as having good internal consistency
(Hair, Babin, Money & Samouel, 2003; Malhotra,
2004).
Subsequently, the confirmatory factor analysis
(CFA) was conducted to examine the psychomet-
ric properties of the measures. The measurement
model test includes the estimation of convergent,
unidimensionality and discriminant validity of the
items in the measurement. The maximum likelihood
was used as the estimation method for the analysis
of this study. Indices such as Chi-square (
3
METHODOLOGY AND DATA
ANALYSIS
3.1
Research design
To test the hypothesis, questionnaires were distrib-
uted to visitors of island destinations to answer
the questionnaire with regard to their perception
of the current visit of the island destination. Thus,
island destination was chosen as the research con-
text for the current study.
2), ratio
of Chi-square to degrees of freedom, root mean
square error of approximation (RMSEA), good-
ness of fit index (GFI), normed fit index (NFI),
and comparative fit index (CFI) were adopted for
model fit criteria. The structure equation modeling
(SEM) was conducted after CFA to examine the
relationships among the self-congruity, experien-
tial value, and behavioral intention.
χ
3.2
Sampling method and procedure
Four hundred and twenty questionnaires were dis-
tributed using a survey methodology based on the
convenience sampling. The study has used a sur-
vey approach with self-administered questionnaire
distributed in island destinations at Tioman Island
and Redang Island. The respondents were asked
for information about their perception of island
destination in terms of congruity between the des-
tination image and their self-image and also the
value they derived in terms of aesthetic, escapism,
social value and economic value as a result of their
visit at the island destination. Subsequently, they
were also asked about specific behavior that may
have occurred as a result of the perception. Finally,
they were requested to provide demographic infor-
mation about themselves. For a period of over four
months, 364 questionnaires were collected and
4 RESULTS
4.1
Descriptive statistics
Results of demographic profile of tourists found
that the composition of gender were almost
equal. Male were shown as 52% and female were
48%. They were mostly at the age from 21 years
to 30 years, which constitutes about 66% of the
respondents. In terms of marital status, the result
shows that the respondents were mainly single. It
is reflected by 70% of the respondents. Most of
the respondents were from the European countries
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