Abstract: Mountainous scenic areas are in an important position in upgrading China's tourism industry and driving the surrounding regional economy. Based on the texts of tourists' online comments, the image perception and emotional expression of them were analyzed with content analysis method, cognitive theory and analysis software. The results show that: there are similarities and differences in tourists’product experience, emotional expression and brand image perception of Anhui mountainous scenic areas; high-frequency words of tourist perception are “attractions”, “facilities”, “service” and “experience” with a long-tail type distribution, and each scenic area has its own characteristic word system with significant image recognition. The semantic network of individual scenic spot and all scenic spots shows a radial “core-edge” distribution: the scenic areas on the whole takes a multi-level pattern of distribution around “scenic spot”, “views” and “cable car”, while individual scenic area shows a single core and multi-level pattern centered on scenic area names. Tourists expressed a relatively high percentage of positive emotions and a lower percentage of neutral and negative emotions; of the major factors, “accommodation”, “transportation”, “tour” and “entertainment” get the highest tourist satisfaction, while “food” and “purchase” get lower satisfaction. The quality of service of scenic areas should be improved by publicizing feature scenic resources, improving the image recognition of scenic areas, promoting the construction of facilities and environment, and promoting product innovation and development.

Key words: emotional expression, image perception, mountainous scenic area, Anhui Province, tourist product