Recently, tourism has become one of the most potential industries in the world. According to preliminary results presented by the United Nations specialized agency, the World Tourism Organization (UNWTO) the number of international tourist arrivals recorded worldwide grew by 5.5% and exceeded 800 million for the first time ever. However, under the competitive environment, the best way to keep competitiveness is to make customer satisfaction and loyalty. This study focuses on the relationships among self-congruity, functional congruity, customer satisfaction and loyalty. However, different from past researches which collect data only after actual travel without considering other possible factors, present study incorporated the concept of ¡§ex-ante¡¨ and ¡§ex-post¡¨ self-image congruity and probed their effects on tourism satisfaction. Ex-ante self-image congruity are formed before actual travel; and after travel, tourist¡¦s perception will become ex-post self-image congruity. The author applied a two-stage research design collecting relevant data before and after travel. The empirical results showed that both ex-post self-image congruity and functional congruity have direct positive effect on satisfaction, and functional congruity also partially mediated self-image congruity¡¦s effect. The author also found multiple roles of ex-ante self-image congruity on satisfaction. As a kind of expectation, ex-ante self-image congruity has negative relationship with satisfaction; and possesses moderating effect as a possible motivation driver. Theoretical discussion and managerial implications are supplied.