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. Based on empirical analysis, the results of each hypothesis are as follows. First, the average difference of cognitive images before and after sightseeing in Sulfuric acid showed that the most significant difference was observed among nature preservation (-0.26), tourist guide expertise (-0.25), tourism event variety (- 0.22), buildings and natural environment (-0.22), nature, culture, arts and localities (-0.22), safety facilities (-0.21) and local resident kindness (-0.21). The results of the mean difference analysis of emotional images before and after the visit of sulfuric acid showed that the most significant differences were pleasant (-0.32), pleasant (-0.31), diverse (-0.29), unique (-0.26), Respectively. Second, cognitive image has a positive effect on satisfaction, and pleasure factor affects satisfaction positively in emotional image. However, in the emotional image, the stimulus factors were not statistically significant. Third, cognitive image has a positive effect on repeat inquiry and recommendation intention, and pleasure factor has a positive influence on repeat inquiry and recommendation intention. However, in the emotional image, the stimulus factors were not statistically significant. Fourth, satisfaction has a positive effect on revisit intention and recommendation intention. Through the results of the study, it is possible to grasp the strengths and weaknesses of tourism image of Huangshan and contribute to the development plan and development strategy of Huangshan tourism in the future. In the cognitive image, the quality factor, attractiveness factor, and environmental factor were found to be the most important factors in the experience of Huangshan. In the emotional image, the pleasure factor was an important factor influencing the satisfaction level, revisit inquiry and recommendation intention.