The paper utilizes discrete choice modeling methodology to evaluate preferences of tourists for hypothetical managerial initiatives for two heritage attractions in Crete, Greece. The results show that they are willing to contribute a significant amount of money for improvements in the quality of information for both sites. Receiving information will substantially improve their satisfaction and thus their chances of visiting. Tourists also make reference to demand management issues, arguing that deterioration in congestion levels in both attractions will negatively affect satisfaction levels. The paper draws attention to future policies designed to improve the quality of the heritage experience, such as the introduction of audiovisual material to complement the presentation of exhibits.