Distinctive and unique tourist destination image and brand character can both attract tourists and increase their willingness to revisit and recommend the tourist destinations to other people. Based on previous research results and brand character theory， a 34-item scale was constructed to assess the brand character of Mazu cultural tourist destinations. Taking Meizhou Island in Fujian as the research object， a questionnaire survey was conducted on 712 Meizhou Island tourists， and a structural equation model was used to test the brand character model of Mazu cultural tourist destinations. The results of the study revealed that the brand character of Meizhou Island Mazu cultural tourist destination mainly involves five aspects： primitive， loyalty， magnificence， leisure， and excitement. Then we further propose that a unique and distinct brand character should be highlighted， the destination brand character should meet the needs and preferences of the target market， a positive brand experience should be created， the brand communication and promotion should be enhanced， and the brand maintenance and management should be effectively carried out.