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.

摘要： 旅游目的地意象在旅游者决策与目的地开发中具有重要作用，也是旅游研究中的热点领域。海洋旅游目的地意象的研究对于提高目的地竞争力与吸引力具有重要意义。本文以夏威夷为例，基于国内旅游者发布在网络上的游记，利用扎根理论与文本分析法对夏威夷的认知意象、情感意象与总体意象进行分析。研究发现，“海洋自然吸引物”、“海洋人文吸引物”、“海洋旅游活动”、“目的地软环境”、“旅游服务”、“公共场所与服务”是构成海洋旅游目的地认知意象的六个主范畴；在此基础上，通过提取游记中的情感语句并结合“情感环状模型”发现夏威夷的情感意象以正面情感为主；从语义网络与重游意愿来看，夏威夷的总体意象较为积极，并未出现明显的负面感知要素。研究旨在为国内海洋旅游目的地的发展提供一定的经验与借鉴。