| المستخلص: |
Tourism has rapidly grown into the world's largest industry, surpassing autos, steel, electronics, and agriculture The Tourism is one sector in which most countries claim have some comparative advantage mostly evolve into arena of fierce competition in which marketing has become an important element of tourism management. Curiously, past research efforts in the tourism industry have tended to focus on what tourists buy, when they buy, where they buy, and how they buy, but not so much on why they buy This question of "why" brings us to a micro-level analysis tourism development. In this context among other thing the literature explains the self concept literature in consumer research helps explain the psychological underpinnings of travel self-congruity involves a process of matching a tourist's self-concept to a destination visitor image, \\ Traditional research methods, which assume a piecemeal process, may not adequately capture the holistic nature of self congruence and, therefore, may have limited predictive validity. The new method will be more predictive of a variety of tourist behaviors such as satisfaction or dissatisfaction. \\ The data for this study was collected from international tourists whom had visited Penang. A total of 400 questionnaires were sent out with 145 returned (response rate of 36.25 percent), out of which only 100 were usable (usable rate of 68.97 percent). \\ This research focused on two types of self-image (ideal and actual). Specifically, ideal self-image has a positive influence on customer satisfaction, while otherwise for actual self image. However, both were found to influence destination loyalty. The mediating support of customer satisfaction was found for only the relationship between ideal self image and loyalty. The data of 100 respondents gathered through convenience sampling from the departure hall of the Penang International. \\ \\
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