Some researchers explored the relationship between self-congruity, functional congruity, and product involvement in the marketing field. However, in most existing studies product involvement always acts as moderator. Hence, in this study, the direct relationships between self-congruity, functional congruity, and tourism product involvement were explored in the context of Seoul tourism industry. As we know, each destination has its special characteristics which can be perceived by tourists, there were some studies stated that self-congruity may somehow affect functional congruity and destination personality has a significant relationship with self-congruity and functional congruity. Nevertheless, few papers focus on guiding tourism product involvement into destination personality and self, functional congruity research, or even do not have a systematic analysis of the definition and division of tourism product involvement. This study aimed to go further on confirming the relationship between destination personality, self-congruity, and functional congruity. In this study, we divided Seoul’s tourism products into four parts (shopping, food, culture, and natural landscape) to explore if there are some direct connections between tourism product involvement, self-congruity, and functional congruity. The other question is if the degree of tourism product involvement reaches a certain intensity, will the place attachment be generated and the destination satisfaction be fulfilled. The survey is conducted through two ways, one is handing out personally, the other is by the internet (the questionnaire star survey network). 100 Chinese questionnaires were handed out and 100 English questionnaires were sent at Namsan and Inchon airport. The survey was the focus on the international visitors in Seoul. Besides, an on line survey has been implemented for almost one week. Ultimately, in the aggregate of 250 responses were gathered by using the random sampling and convenience sampling. After eliminating some uncompleted ones 215 responses were acceptable. Finally, we found that destination personality significantly affects both self-congruity and functional congruity. Once the self-congruity is very high, visitors’ needs for destinations’ functional attributes can lower on some level. If self-congruity and functional congruity are formed, tourism product involvement will be stimulated which will finally satisfy tourists and arouse their place attachment.