The study aimed to investigate the relationships among recreation involvement, destination image, and place attachment. For this purpose, tourists visiting JiouFen Street were selected to be the subjects using convenience sampling. After a total of 350 valid questionnaires were received, descriptive statistic, reliability analysis, exploratory factor analysis, Pearson correlation analysis, and regression analysis were adopted to analyze the data. Demographic data analysis showed that the majority of the tourists visiting JiouFen Street were females aged between 21-30, holding a bachelor's/associate degree or in an undergraduate program, and residing in northern Taiwan. Most of them had visited JiouFen over four times. The average duration of their stay in JiouFen was 2.5 hours, the average expenditure NT$1,001 to NT$1,500, and the average transportation time 2 hours. The study results suggest that there exist significantly positive cause and effect relationships among recreational involvement, destination image and place attachment.