随着“互联网+”理念的推动以及大数据时代的到来,网络信息技术的发展与现代游客旅游活动的关系越发密切,网络游记已成为旅游者感知旅游目的地形象的重要平台。以淮安为例,将各大主流旅游网站上的网络游记文本数据作为样本,使用ROST软件提取淮安旅游形象的高频特征词,初步了解淮安旅游形象的内容和主题,再运用内容分析法,建构分析类目,探索游客对淮安旅游形象的感知,为淮安旅游形象的完善提供依据。 With the promotion of “Internet + ” concept and the advent of big data era, the relationship between the development of network information technology and the modern tourists’ travel activities has become more and more close. The online travelogue has become an important platform for tourists to perceive the image of tourist destinations. Taking Huaian as an example, this paper takes the online travel text data from major tourism websites as samples, extracts the high frequency feature words of tourism image of Huai’an by using ROST software, and preliminarily understands the content and theme of Huaian tourism image, and then uses the content analysis method to construct Analyze categories, explore tourists’ perception of Huai’an’s tourism image and provide evidence for the improvement of Huai’an’s tourism image.