The content analysis method was used to study tourists' perception of the tourist image of Hukou Waterfall in Shanxi.The study found that the tourism image of Hukou Waterfall in Shanxi canbe summarized as relying on the scenic environment，the supporting facilities of the scenic spot，the composition of tourists，the perception of tourists，and the behavior of tourists.Tourists mostly have positive emotional attitudes，while negative emotions account for a low proportion，and the overall satisfaction of tourists is relatively high.Finally，some suggestions are put forward to euhanle the tourism image of Hukou Waterfall,including implementing a reasonable price strategy，enriching the supply of tourism products，digging deep into the cultural connotation，improving infrastructure and tourism supporting facilities，and improving management and service levels.