Abstract: The main body of creative tourism activities is creative tourists, who change from passive consumers to self-constructors, and whose consumption behaviors have both commonalities and unique features with that of mass tourists. Although the importance of creative tourism has been acknowledged, the consumption behavior of creative tourists has not yet been adequately studied. Taking the Tourism Blog of Mafeng website as the text data, this paper makes textual analysis of the high-frequency feature words perceived by creative tourists. Based on Middleton's stimulus response model, the paper constructs a consumption behavior model of creative tourists, and studies the influencing factors of creative tourists' consumption behavior. The results show that creative tourists have characteristics of dual identity, self-development and originality, and their consumption behavior show authenticity of content, development of motivation, high-end level and rationalization of decision-making. Based on the above analysis, this paper interprets the purchase decision-making process and influencing factors of creative tourists, and proposes optimization strategies to stimulate demand, create content, cultivate loyalty and other creative tourism products.