In the era of new media，identifying the affective image of islands in Guangdong is of great significance to the high-quality development of island tourism in Guangdong. Utilizing the emotion model for evaluating tourism destinations based on tourism big data，this study conducts content analysis to explore the affective images and reputation of 6 typical tourist islands to investigate the sentimental features of Guangdong’s islands’ images based on travel online reviews. The study found that there are four problems with current island tourism in Guangdong Province：a large number of islands are poorly managed，and tourism facilities and services need to be improved；the homogenisation of island tourism is serious，and the characteristics of islands are not distinctive enough；the reputation of tourist islands fluctuates greatly，and the word-of-mouth is unstable；the development of regional tourism varies，and the tourism image of western Guangdong is not distinctive. In response to the current problems，this report suggests that improvements can be made in three ways：firstly，improve the governance of island tourism to improve the tourist experience；secondly，attach importance to experience products and develop characteristic island tourism；and thirdly，attach importance to the reputation of islands and strengthen brand marketing.