This study focuses on the tourists’ preference evaluation on service attributes of heritage attractions by stated preference (SP) method and employs logit models to estimate the relative influences of service attributes on site choice behavior of heritage tourists. Also, this study valuates tourists’ willingness to pay for hypothetical managerial developments of the heritage service attributes. The results indicate that provision of outdoor café and restaurant service, operating hours until evening, and entrance fee in heritage attractions exhibit a statistically significant effect on probability of visitation. In addition, the results from welfare effects demonstrate that tourists are willing to pay extra money to utilize more service facilities for heritage attractions.