In the period of all-four-one tourism transformation and development，optimizing，reshaping and spreading good tourism destination image will play a positive role in promoting the development of Xiamen tourism industry. The report collects first-hand information by means of network text analysis and questionnaire survey，and finds that there are some problems in the spread of tourism image in Xiamen. Tourists and residents have not become effective communicators. The development of media is uneven，and the interaction of new media is weak. There are some shortcomings in the construction of tourism image，and differences in the audience’s reception of tourism image information. In this regard，it is proposed to develop tourists and residents into effective tourism image communicators；tap the potential of media and strengthen the interactive effect；make up for the short board of image and innovate the way of comm-unication.