Abstract: As the priceless spatial resources, the coastal tidal flats have increasingly shown the tourism value besides the value in production, ecology, environment and popularization of science. By taking the most typical coastal beach Xiapu County of Fujian as a case, 279 related travel blogs from the famous independent travel website called mafengwo.com were collected as the research sample. By using the text analysis software Rost CM6 to extract the high-frequency feature words about destinations, the main component elements of cognitive image and affective image of Xiapu were analyzed and the cognition image elements of Xiapu were divided into three categories. It was thought that the photography of beaches and mudflats was the core of tourist cognition image. Then, the overall emotional tendency of tourists and its influencing factors were analyzed in turn. Finally, some countermeasures were put forward for the tourism development in Xiapu.