Abstract: In order to explore the differences between tourist perception and official projected image in scenic spots and the reasons, Qianfoshan scenic spot in Ji’nan was used as the research object, the high-frequency vocabulary in its official website and tourist comment content was screened separately and dimensioned using ROST CM software, and then the dimension and emotion analysis was compared and the word cloud map and semantic network diagram were drawn, in order to maked a comparative study on the projection and perception of tourism images in the study area. The results showed that there was a certain difference between the official projection of the scenic spot and the image perceived by tourists, and the most important element of the scenic spot and the tourist destination was tourism resources. Qianfoshan scenic area had a positive tourism image, and the two main elements that attracted tourists were the title of “Three Famous Places” and geographical advantages. On the basis of the research results, the following four suggestions are put forward: giving full play to the unique advantages of scenic spots, creating various activity places, strengthening multi-directional publicity, and establishing and improving the media supervision mechanism.