This study began with the perspective that more effective use of regional cultural heritages is expected when perceived characteristics of place and psychological behavior are understood in the cultural heritage festival event settings. The objectives of this study were two-fold: first, to identify perceived characteristics of tangible and intangible place; second, to test the structural relationships among perceived characteristics of place, attitudes, and behavioral intentions. A total of 214 valid data were collected from the survey conducted at the Cheongju Culture Night in South Korea. Structural equation modeling was used to test hypothesized relationships and multi-mediating effects. The findings showed that perceived intangible characteristics of place influenced cognitive and affective attitudes. Both cognitive and affective attitudes were found to have a direct effect on behavioral intentions. However, the results revealed that perceived tangible and intangible characteristics of place did not directly influence behavioral intentions. The results highlighted that affective attitude fully mediate the relationship between perceived characteristics of place and behavioral intentions when cognitive attitude was found to partially mediate. Based on these findings, both theoretical and practical implications for the effective cultural heritage utilization were provided.