Abstract: By applying the grounded theory of qualitative research methods, and through the analysis of the composition, interrelation and influencing factors of tourists' image perception of the case, the paper found:firstly, the cognitive image of tourists has a significant impact on the other image perception of the destination and the cognitive image is more influential than the inducing image and emotional image. Secondly, the diversity of scenery attraction is an important supporting factor for the image perception of the destination. Thirdly, the exotic Islamic culture is an important attracting factor. The analysis of the destination image perception makes it possible to find the focus and direction for the promotion of the tourist market, and to provide a reference for the tourism planning and market promotion of the case which is in the early stages of tourism development.