本文选取陕西临潼为研究对象,通过发放调查问卷,并结合实地访谈,基于对所回收有效问卷的数据统计,从影响临潼旅游目的地的六大因素,即熟悉度、标志物、景区卫生环境、景区安全设施设备、景区可进入性、广告宣传等方面入手,对陕西临潼旅游目的地的整体印象进行了分析,研究了旅游者对该目的地的形象感知,期望此次研究对于临潼目的地的形象宣传以及临潼旅游各景区自身的形象品牌建设和发展具有实际指导意义。 In this paper, Lintong in Shaanxi Province is selected as the research object. Based on the survey questionnaires and field interviews, based on the data statistics of the valid questionnaires, from the six factors that affect Lintong tourism destination, namely familiarity, landmarks, scenic spot sanitation environment, Scenic security facilities and equipment, scenic accessibility, advertising and other aspects of the start of the overall impression of Lintong tourism destination in Shaanxi Province, the study of the tourist’s image of the destination perception, expectations of this study for the Lintong destination Image promotion and Lintong tourism scenic spots own brand image of the building and development of practical significance.