The study applies self-expansion theory to understand the phenomenon of pilgrimage surge to the tomb of one of Indonesian foremost Ulama (Moslem preacher), Gus Dur. The attraction factor of Gus Dur is represented by "perceived identity synergy" that provides cognitive ground for identification. The study puts forward perceived values and support as antecedents of "perceived identity synergy". By this way, this study allows two kinds of comparison. The first is comparison between relationship of

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... perceived value and revisit intention with perceived identity synergy and identification as mediators and that without those mediators. The second is comparison between relationship of perceived value and revisit intention and that of perceived support and revisit intention both with perceived identity synergy and identification as mediators. The first result reveals that the relation is only possible through mediators. The second result reveals that perceived identity synergyand identification as mediators work much less to relationship between perceived support and revisit intention than to that between perceived value and revisit intention. KEY WORDS Perceived value, perceived support, perceived identity synergy, revisit intention.