Tourism imagery plays a crucial role in influencing tourists’ choice of destinations. This study focuses on the Xiamen Fantawild Dreamland, aiming to delve into the construction and perception of its tourism imagery. By utilizing the Octopus Collector, we systematically collected network texts from Ctrip and Ly.com over the past three years. Subsequently, with the aid of ROST CM6 software, we conducted an in-depth analysis of these review texts, extracting high-frequency vocabulary describing the tourism imagery of the scenic area and categorizing them into corresponding evaluation indicators. On this basis, this study successfully constructed the framework of tourism image indicators for the case under study. This framework includes primary and secondary indicators, specifically: Tourist Attractions (encompassing amusement projects, performance activities, festive events, etc.), Tourism Environment (covering infrastructure and environment, ambiance, etc.), Tourism Services (involving staff services, supporting services, etc.), and Overall Impression (including desire to revisit, post-visit feelings, tourist quality, etc.). Furthermore, we analyzed the sentiment tendency of high-frequency vocabulary to reveal the positive and negative emotional attributes of tourists towards the scenic area. Through this analysis, we gained a deep understanding of tourists’ needs as well as the shortcomings of the scenic area. Based on these findings, we propose a series of practical recommendations aimed at providing beneficial references and insights for the image shaping and developmental enhancement of this case or similar scenic areas. This study not only helps to improve the scenic area managers’ deep understanding of tourists’ needs and perceptions but also provides important data support and theoretical foundations for the future development direction and strategy formulation of the scenic area.