“互联网+”时代,形象逐渐超越实物成为旅游者消费关注的焦点,游客更倾向于购买口碑好的、形象好的商品。本文以网络游记为数据来源,分析游客对大同旅游形象的感知,以期为大同完善其自身旅游形象提供参考。 “Internet + ” era, the image gradually beyond the physical become the focus of tourist spending, tourists are more inclined to buy good reputation, good image of the goods. This paper takes the online travelogue as the data source, analyzes the tourist’s perception of the tourism image in Datong, and hopes to provide a reference for Datong to improve its own tourism image.