通过搜集游客评价,应用旅游形象相关理论,采用分词软件对镇北堡影城旅游者的感知和评价进行分析,得出以下结论:第一,认知形象方面,游客对镇北堡影城的地理环境、景区风貌认知明确,并对游览环境和旅游设施及服务感到满意;第二,情感形象方面,游客对镇北堡影城的旅游体验给予了极高的评价,游客不但感受到了雄浑、苍凉、古朴的北方古代小城镇风光,还体验了影视基地的神奇、逼真和有趣。第三,在认知形象和情感形象基础上,镇北堡影城的综合形象较好,很多游客表示会再来或者愿意推荐给他人。 By collecting tourists’ evaluation, applying the theory of tourism image and using segmentation software to analyze the perception and evaluation of tourists in Zhenbei Fortress, the following conclusions are drawn: First, in terms of cognitive image, visitors to Zhenbei Fortress Geographical environment, scenic area and a clear understanding of the tourism environment and tourism facilities and services are satisfied; Second, the emotional image, tourists on the Zhenbei Fort Cinema tourist experience gave a high rating, not only tourists feel powerful , Desolate, ancient northern ancient town scenery, but also experience the magic of the film and television base, realistic and interesting. Thirdly, on the basis of cognitive image and emotional image, the comprehensive image of Zhenbei Fort is good, and many tourists said they would come back again or would like to recommend it to others.