Place identity is the overall configuration of a particular place. It distinguishes a place from others, and is an important indicator of a destination`s competitiveness. Based on the review of related literature, first, this study conceptualized place identity in terms of four dimensions: 1) natural environment, 2) human and social environment, 3) symbolic setting, and 4) functional setting. Then, the place identity of Jeju island was measured by the four dimension 12-item scale of destination place identity. Data were collected from 193 visitors of Jeju island in 2008. Results showed the scale had reliability and validity. Results also indicated the scale`s applicability of explaining the respondents` revisit intention. More specifically, among the four dimensions of place identities, the human and social environment were identified as the most influential antecedent of revisit intention. Limitation and future research directions were also discussed.