Involvement is one of the important dimensions to understand tourists’ purchase decisions; hence the research on place involvement will help to understand the rule of the tourist behavior and revisit characteristics. This research aimed to analyze the place involvement of tourists in Dolphin Discovery Center (DDC) Bunbury, West Australia. K-Means clustering analysis method, variance analysis and Sheffe post-test were combined to examine the extent of place involvement for DDC and demographic differences. The main conclusions were as following: based on different place involvement degree, wildlife tourists were divided into deep place involvement, medium place involvement, and light place involvement; tourist involvement in the wildlife tourism place was deep for the overall sample; demographic characteristics, age and education degree had significant differences (p≤ 0.05), while gender, income and family had no significant difference; stay time, consumption in site, information sources and satisfaction had significant difference in place involvement (p ≤ 0.05). Additionally, the conclusions from this research can provide guidance and applicance to wildlife conservation, destination management and marketing.