Under the background of the new era, promoting the high-quality development of leisure tourism and agriculture is a powerful measure to promote rural revitalization. This article chooses Jiangsu rose theme creative farm: Nanjing Rose Garden, Ehu Rose Cultural Park and Tianguo Rose Garden, through online text analysis, a total of 1 811 valid online texts were obtained from Dianping, Meituan and Ctrip from March 2017 to February 2023. Combined with field research, the cognitive theme images of the three agricultural gardens were summarized, and the negative emotional impact factor model of the park image was constructed. The analysis found that: (1) The negative factors affecting the rose theme creative farm include internal factors and external factors: the internal factors are the landscape quality, service management and the construction of ancillary facilities, and the external factors are the influence of natural factors, traffic conditions and geographical location. (2) Existing problems include over-commercialization of operation status, serious homogenization of construction content, misalignment of park image and construction nature, and insufficient theme image shaping. (3) Put forward the improvement strategy: in terms of internal management and construction, excavate the rose culture and highlight the characteristics of the farm; reduce entertainment items and set tickets reasonably; emphasize the main plant and add hard landscape. In terms of external factors, integrate surrounding resources to reflect local characteristics; Adjust the opening time and pay attention to the weather during the flowering period.