In the era of experiential economy, to improve tourist experience quality has become one of the important ways to promote the sustainable development of movie-themed parks. We chose movie-themed park of Hengdian as a case and selected tourists' comments and travel notes on Baidu Tourism, LvPing Net, Tongcheng Tourism and Lv Mama Tourism as data sources. Content analysis method was used to code and categorize the evaluation texts to establish the elements structure and data set of tourist experience quality at Hengdian movie-themed park. Then we analyzed the structure characteristics by means of Importance Expressivity (IPA) analysis method. The results show that the evaluation elements of tourist experience quality at Hengdian movie-themed park include 4 main categories and 13 sub-categories, such as environment, service flow, experiential items and values. IPA analysis shows the higher performance of most elements, and there exists relatively bigger difference between the importance and performance of each element. The expected experience, environmental experience, shopping experience and self-help experience end up the core of tourist experience to be improved. Based on the study, we proposed an optimization model for evaluation of tourist experience quality at Hengdian movie-themed park, which can serve as a scientific basis for work to improve tourist experience.