Abstract: When tourists pay attention to tourism elements to a certain extent, some tourists will make a corresponding evaluation on the network.Therefore, tourists' online reviews can be used to identify the concerns and problems of tourist destinations, so as to provide the basis for “advantages” and “short boards”.Taking Kunming as the object of study, this paper selects tourism reviews five of major tourism e-business platforms of Kunming as the data sources, uses the content analysis method, and carries on the research to the Kunming tourism perception.?The results show that tourists are higher satisfied with Kunming tourism, among which tourists' have the stronger sense perception of Kunming's multi-national culture and characteristic natural landscape, but they have the extremely low perception of “tourist shopping”, “resident image” and “environmental hygiene”. Based on the above analysis, it is proposed that Kunming tourism should deeply develop tourism products, design boutique tourism routes, perfect tourism infrastructure, set up a market image with regional characteristics of Kunming, and innovate tourism propaganda and promotion methods?so as to promote the construction of Kunming international tourist destination.

Key words: Tourism perception, Content analysis, Network travel record