In the context of city integration and tourism development of Guangdong-Hong Kong-Macao Greater Bay Area （GBA），building a well-known integrated destination image is of significance to improve the reputation and the comprehensive competitiveness of the regional tourism. 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 GBA along with their changes as well as to investigate the sentimental features of 11 cities’ images base on travel online reviews. With an aim of improving the regional destination image of GBA. The research believes that the integrated image of regional tourism in GBA has not yet formed，and the advantages of tourism characteristics are not clear. Although the reputation of GBA and cities in GBA continue to increase，the tourist attention varies greatly among cities. Judging from the urban image of GBA，the urban-style city has a distinct image，the historical and cultural cities have image obscuration，and the natural scenery-based city image is not attractive enough. Aiming at the main problems at this stage，this article suggests that it can be improved from three aspects：First，establish a unified image of GBA and strengthen marketing communication；Second，we should differentiate the urban image of tourism，and pay attention to the design and innovation of tourism image. Third，optimize cultural and natural resource，accelerate the construction of supporting facilities，and strengthen the integration of regional tourism resources.