Abstract: Tourism destination image plays an important role in tourists' decision-making and destination development, and is also a hot field in tourism research. With the development of marine tourism, the study of marine tourism destination image is also on the agenda, which is of great significance to improve the competitiveness and attraction of destination. Based on the domestic tourists’ travel notes posted on the Internet, this paper explored the cognitive image, affective image and overall image of Hawaii by using the grounded theory and text analysis. The study found that "Marine natural attraction", "Marine cultural attraction", "Marine tourism activity", "Destination soft environment", "Tourism service", and "Public place and service" are six main categories of marin tourism destination cognitive image. On this basis, it found that the emotional image of Hawaii is mainly positive emotion by extracting the emotional statement in travel notes and combining with the "Circumplex Model of Affect". From the perspective of semantic network and revisiting intention, the overall image of Hawaii is relatively positive and there is no obvious negative perception factor. The research conclusion aims to provide some experience and reference for the development of domestic marine tourism destinations.