In order to further promote the development of wine cultural tourism, the consumers of wine culture tourism in Yantai area were taken as the research object, descriptive statistics, comparison of mean and factor analysis were used to obtain and further analyze the cognitive evaluation and willingness level of consumers of wine culture tourism through SPSS and WPS software. The results showed that the general level of cognition of consumers of wine cultural tourism was low, which was related with the age, education background and monthly income of consumers.The understanding intention of consumers of wine culture tourism was at a high level, with more than 60% of consumers willing to understand or further understand wine culture tourism. Its suggested that the tourism department should consider different consumer groups and take targeted measures to promote wine culture tourism in order to attract more consumers to participate.