Abstract: The pilgrimage to Gus Dur tomb has several uniquenesses. For one, it sits as the greatest number in East Java Province. The other is its pilgrims coming from various social identity backgrounds. To grasp the phenomena, the study applies self-expansion theory and social identity theory the synthesis of which is expected to fill the gap in management literature, especially one pertaining to loyalty. The exploration is also important to fill the gap research which is so far characteristerized as still having mixed results concerning the relationship between perceived value and revisit intention. The study applies convenient sampling. With 500 samples, data is analysed by means of SmartPLS. The study provides several results. The study confirms the fact that for pilgrimage in religious tourism, perceived value does not neccesarily lead to revisit intention. Attachment serves as a significant mediator to the relationship between perceived value and revisit intention. Perceived value also can provide cognitive base in this case perceived identity synergy that in turn lay grounds for identification.