【摘要】 旅游目的地形象是现代旅游业发展的核心竞争力，游客感知与情感评价是旅游目的地形象的重要评价因素。基于网络文本分析，通过扎根理论研究方法对龙谕酒庄旅游形象感知与情感评价进行分析。研究发现：(1)游客对酒庄旅游形象的认知对象包括旅游资源、旅游设施、旅游服务、旅游活动、旅游环境五个方面。(2)情感形象以积极情绪为主，对旅游活动和旅游资源的满意度较高，消极情绪主要集中在旅游设施、旅游服务及旅游环境等方面。(3)游客对酒庄旅游形象的整体评价较高，推荐和重游意愿明显。酒庄可通过创新旅游活动、完善旅游设施、提升服务质量、优化旅游环境、构建新媒体矩阵等措施，推动酒庄旅游高质量、可持续发展。更多还原

【Abstract】 The image of tourism destinations is the core competitiveness in the development of modern tourism industry. Tourists’ perception and emotional evaluation are important factors in evaluating the image of tourism destinations. Based on online text analysis and using grounded theory research methods, this study analyzes the image perception and emotional evaluation of Longyu Winery tourism. The research finds that:(1) Tourists’ cognitive objects of winery tourism image include five aspects: tourism resources, tourism facilities, tourism services, tourism activities, and tourism environment.(2) The emotional image is dominated by positive emotions, with high satisfaction for tourism activities and tourism resources. Negative emotions are mainly concentrated on tourism facilities, tourism services, and the tourism environment.(3) Tourists have a high overall evaluation of the winery tourism image and show obvious willingness to recommend and revisit. Wineries can promote high-quality and sustainable development of winery tourism through measures such as innovating tourism activities, improving tourism facilities, enhancing service quality, optimizing the tourism environment, and building a network promotion platform.更多还原