Danshui area is known as a tourism town for a long time. In recent years, the infrastructure of the traffic and the diversified industries facilitate the development of the tourism industry, especially in Danshui Old Street. Therefore, this study aims to investigate the relationship between the constructs of experience, emotion, and place attachment. Using a self-administered questionnaire survey, 726 respondents from Danshui area are used for this study. This study employs the descriptive statistics, reliability analysis, and regression analysis to testify the conceptual framework and empirically examine the hypotheses. The results indicate that the experience construct significantly influence customer emotion and place attachment, and customer emotion has a strong effect on place attachment. The findings of this research have implications for the focus of managing and developing this well-known tourism environment. Finally, the limitation and future researches are also addressed.