Abstract: Night tourism is a crucial aspect of the night economy and an important thrust of modern tourism development. Taking Huangxing South Road as an example, content analysis, the grounded theory and IPA are used to analyze the characteristics, classification and evaluation of tourism image of leisure block night tourism products. It is found that: (1)The high-frequency words of tourism image of leisure block night tourism products involve tourism resources, tourism environment, physical experience, tourism activities, overall perception and tourism facilities. Most tourists hold positive emotions. 'Changsha', 'population flow' and 'snacks' are the core and profound impression.(2) Tourism image of leisure block night tourism products includes night tourism facilities, activities, environment, body experience, affective and motivational image, night landscape, a total of 6 main categories and 25 initial categories. From entering to leaving the leisure block, night tourist produce the cognitive image, affective image and motivational image in turn. (3) According to the IPA analysis results, the degree overall satisfaction of most night-time tourists in Huangxing South Road is high. Regarding different factors, the highest level of satisfaction that they exhibit is for "temporary business interaction", while the satisfaction level for "safety management" is the lowest. Moreover, they have the strongest perception of "dining experience" and "tourist characteristics".