Based on the comments on Hainan tourism texts made by well-known tourism websites from 2019 to 2022, Hainan was divided into four areas according to geographical location and representative cities: Qionghai as the city's eastern region, Sanya as the city's southern region, Danzhou as the city's western region and Haikou as the city's northern region. The TSE（tourism sentiment evaluation) model was used to analyze the samples and obtain the emotional performance of Hainan tourists. Gephi was used to extract the high-frequency words of comments and draw the emotional portraits of tourists. The research find that tourists' comments on Hainan tourism account for a high proportion of positive comments with strong positive emotions. Tourists all show interest in humanistic tourism resources, which can arouse positive emotions of tourists more than natural resources. Nodes associated with the high-frequency word "culture" in the four regions are very different from each other. Combined with the research results, the author puts forward three suggestions for tourism marketing in Hainan.