One of the primary functions of the official tourism information websites is to make the overall marketing of the tourism destinations. One of the important ways to achieve this goal is to modify and spread the tourism brand image and whether it is excellent or not is a significant criterion to assess the building level of the official tourism websites. The paper is based on the inherent characteristics of tourism destination brand image and combined with the experience of the tourism destination brand image-building from home and abroad. It built a website image-building assessment model about tourism destination and chose China＇s 33 provinces and municipalities as an assessment model. Then it proposed the problems of China＇s destination website building and suggested some ideas to the brand image building of China＇s official tourism websites.%旅游目的地官方旅游资讯网站的首要功能是对旅游目的地作整体营销，实现这一目标的重要途径之一就是对目的地进行旅游品牌形象塑造传播．针对旅游目的地品牌形象内在特质，结合网络表达方式，参照国内外旅游目的地网络品牌建设实践，通过专家打分和问卷调查，确定旅游目的地网络品牌形象塑造因子及其影响权重，构建塑造评估模型．并利用评估模型对我国33个省、市、区旅游官方门户网站进行了实证测评，指出了网站建设中存在的品牌形象塑造水平低、品牌形象因子良莠不齐、部分网站整体营销功能缺失等问题，且针对实际问题提出了网站改进建议．这对我国各级地方政府旅游资讯门户网站目的地网络品牌形象塑造与传播具有指导意义．
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