The research on tourism in Huangshan has been mainly performed by major geological, natural environmental and ecological researches. So far, there are not many journals about Huangshan tourism image registered in China, so that Huangshan tourism image, satisfaction, There is no research on the subject. The purpose of this study is to analyze the cognitive image, emotional image, tourist satisfaction, and behavioral intention before and after tourism in Huangshan, and to utilize it as reference material for tourism management, management and tourism activation. This study was conducted on the internet tourists who visited Huangshan city except the residents who visited Huangshan from September 26 to October 26, 2018 (1 month). Finally, the statistical program SPSS 22.0 was used as the statistical program. The analysis of demographic, tourism behavior, average difference of images before and after sightseeing, analysis of cognitive and emotional image factors after sightseeing, and reliability analysis were carried out. Multiple regression analysis was conducted to investigate the relationship between referral intention and referral intention.