To promote the sustainable development of art villages in Wenzhou and enhance their overall image while providing useful references for implementing the rural revitalization strategy in Zhejiang, this study takes four representative art villages in Wenzhou as the research objects. By applying the Latent Dirichlet Allocation (LDA) model and Grounded Theory and utilizing the Octopus tool to collect user-generated content (UGC) reviews from the Dianping website, the study explores the perception of art villages’ images in Wenzhou based on the “Cognitive - Affective - Overall” model of destination image. The research results indicate that: (1) The perception dimensions of art villages in Wenzhou include rural landscape perception, rural culture perception, rural art perception, and rural service perception; (2) The negative factors in art villages in Wenzhou are mainly reflected in six aspects: scene experience, architectural landscape, infrastructure, management services, transportation location, and natural environment; (3) The current issues include homogenization of construction content, insufficient operational management, conflicts between commercialization and authenticity protection, and the unsustainability of artistic interventions. Therefore, the following improvement strategies are proposed: integrating art resources to achieve industrial integration, strengthening authenticity protection, and jointly building a community of shared interests.