In the field of tourism studies, the concept of image is often related to the studies of tourist destinations marketing and tourists’ behavior research. Whether the result of image has positive influence and actual assistance of tourist destination or not will be discussed in the paper. The purpose of this study does no only examine tourists’ attitude towards the image of Chingjing Farm and Uni-President’s strategic alliance but also hopes to clarify the actual needs of the tourists. This research aims to create the triple-win situation of the government, enterprise, and tourists’ harmony. This study took Chingjing Farm as the research location, and selected the tourists who are in the tourist service center to do the questionnaires. Make use of statistics analysis to find out tourist’s attitude towards to the tourism image after the strategic alliance between Chinjing Farm and Uni-President. Make use of 441 effective questionnaires, and then take the Chisquare-test analysis to evaluate the difference between tourist’s personal characteristics and tourist experience. Besides, using factor analysis to extract five main factors of tourism image, five factors are renamed as “public word of mouth”, “service quality”, “entire scheme”, “Strategic alliance relationship” and “effect word of mouth.” Tourist’ attitude contains cognition, affection, personal revisiting willingness, and recommending willingness. Then use MANOVA analysis to examine personal characteristics and the difference tourist’s experience toward tourism image and tourists’ behavior. Finally this study makes use of Multiple Regressio analysis to examine the relationship between tourism image and tourist’ attitude. The result reveals that the main five factors of tourism image have positive affection on tourist’ cognition, affection, personal revisiting willingness and the recommending willingness. So it was know that tourism image has certain affection of tourist’ attitude.