The article adopts a discrete choice modeling methodology with a focus on capturing systematic heterogeneity to evaluate tourists’ preferences for two Greek heritage attractions. This methodology provides useful insights on the preferences of tourists belonging in different demand segments while also providing direction for future policy making in this area. The article presents empirical justification for the frequently cited argument for adopting a more customer oriented rationale for the optimal use of heritage resources. Overall, the article supports the claim that tourists value positively the introduction of services and amenities that improve the quality of customer service. Thus, policy makers and heritage managers should pay more attention to visitors’ needs and their particular requirements.