Cultural similarity is an important factor influencing tourists’ perceptions and behavioral intentions in tourism destinations. This study investigates the effects of cultural similarity on destination image, tourist satisfaction, and revisit intention toward Sa Pa among international tourists. The study also examines the mediating roles of destination image and satisfaction. A quantitative research approach was employed. Data were collected from 381 East Asian tourists visiting Sa Pa (Korean, Chinese, and Japanese tourists) and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results show that cultural similarity positively affects destination image, tourist satisfaction, and revisit intention. Destination image significantly influences tourist satisfaction, while satisfaction positively affects revisit intention. In addition, destination image and satisfaction mediate the relationship between cultural similarity and revisit intention. This study provides managerial implications for destination managers in developing culturally appropriate marketing strategies and improving tourism experiences to increase East Asian tourists’ revisit intention toward Sa Pa.