The work aims to explore and construct a set of theoretical models for influence of guiding signs in tourist attractions on the visitor experience. This research thoroughly retrospected and analyzed pertinent literature on guiding signs in tourist attractions and tourist experience, combined in-depth interviews and Internet tourists' appraisals of guiding signs in scenic areas, carried out a research of the influential factors and internal logic of guiding signs in tourist attractions on tourist experience by means of a grounded theory approach. It is concluded that clear guide, comprehensive and accurate information are the key elements of guiding signs in tourist attractions that influence tourist experience. Integrated planning is a precondition. Directed by the design philosophy, visual performance and morphological presentation are critical factors that influence the visitor experience of scenic areas. Text, graphics, color, modeling, ergonomics, combination with IP images, and reasonable material selection influence the visitor's play experience. At the same time, good visual performances and morphological representations embody the significance of the design philosophy.