The purpose of this study is to explore the impact of destination image on self-congruity, brand personality and travel intention. We conduct data collection at Taipei International Travel Fair, select participants who have heard but never visit Flying Cow Ranch and Shin Kong Chao Feng Ranch & Resort, and 522 useable responses are received. The results revealed that there were significant and positive relationships among destination image and self-congruity, brand personality and behavior intention. Taken together, the relationship between brand personality and self-congruity is significant. Finally, managerial implications as well as suggestion for future researches are also discussed.