Tourist comments about Xinghua Village and Town on mainstream tourism websites were collected through the internet, and ROST Content Mining software was used to analyze the word frequency, semantic network and emotion of tourist comment texts. It is concluded that tourists are relatively satisfied with the tourism environment and distinctive culture of the entire scenic area, but there are also dissatisfaction evaluations on management, service facilities and service quality. Therefore, Xinghua Village and Town should strengthen service management level, improve infrastructure construction, innovate liquor cultural products, increase publicity efforts, and improve the overall image of the characteristic town, so as to further enhance the tourist experience, attract more tourists, and create another well-known brand in Shanxi.