Heritage tourism is one of the growth sectors in the tourism industry. The purpose of this study is to examine cultural identity and place attachment on tourists' revisit behavioral intention. A self-administered survey was conducted on heritage tourists in the historic town of Lu-Kang. The results indicated that cultural identity influenced place attachment, which in turn cultural identity and place attachment influenced tourists' revisit behavioral intention. Overall, the results confirmed that cultural identity and place attachment are important antecedents of tourists' revisiting behavioral intention. The findings suggested that the cultural identity plays a significant role in place attachment and revisit behavioral intention. Therefore, intangible cultural elements generate tourists' emotional bonding with destination. Implications for theory and practice are provided.