Purpose - The purpose of this study is to present the basic data for establishing policy for revitalization of urban tourism by evaluating the importance and satisfaction of urban destination choice attributes. Design, data, and methodology -A face-to-face survey was conducted in December 2018. Factor analysis was conducted to verify the reliability and validity of the study constructs. Then, paired-sample t-tests were conducted to compare the importance and satisfaction for each of the attributes. Finally, we developed an IPA grid to visualize the study results. All of the analyses were run in SPSS statistical package program. Result - Overall, the importance level of attributes was higher than the satisfaction level of them. IPA grid showed that crowd, cost, local people, and cleanness fall in ‘concentrate here’, and transportation, safety/security, and F&B fall in “keep up the good work.” Conclusions - This study helps policy makers or urban tourism destination managers to make appropriate decisions about where they put their limited recourses for making their city as an attractive and competitive tourism destination.