The purpose of this research is to investigate the relationship between urban waterfront and public preference and provide recommendation for the planning and management of urban river. This reseach selected the Fa-Tzi River in Taichung city as the site for case study. The whole river was classified into five categories according to the degree of development of surrounding areas, which are low-development rural, mid-development rural, high-development rural, town, and urban river types. By using landscape simulation, the five types of river were represented three constructed methods, engineering, ecological, and recreational approaches, and including existing status, 20 photos were shown to the residents for investigating the preference of waterfront in Taichung city. The result revealed that the interdependence of river types and constructed methods had a significant influence on the public’s preference. In low-development rural area, the ecological construction approach was the most preferred, while in mid-development rural area, people preferred the existing river status, and in high-development rural area, the recreational approach was preferred. The ecological approach in town river and recreational approach in urban river were preferred independently. The classification of constructed approaches concerning both natural and social environment can be adapted to the design and management for specific characteristics of urban waterfront. A further more guidelines and suggestions for the physical planning in responsive of public’s preference were also proposed.