The Badain Jaran Desert is the 3th largest desert in the world and the second largest desert in China, also regarded as the most beautiful desert in the world. This paper researches on the tourists' preference characteristics in the Badain Jaran Desert. For this purpose, the travel notes written by tourists after travelling in the Badain Jaran Desert are collected and analyzed using content analysis technology. The main conclusions are as follows: (1)The tourist attractions, tourism activities and the way of tourism activities that tourists liked are very diversified. The frequency distribution of three types vocabularies follows a power-law decay law,and it conforms to the 20-80 rule.(2)The tourist attractions in the Badain Jaran Desert that tourists liked include natural landscape and human landscape. And tourists pay more attentions on natural landscape. (3)Tourists like different types of tourism activities in the Badain Jaran Desert. Desert hiking, desert off-road and desert adventures are their favorite activities. (4)Tourists prefer the way of self-service tourism activities in the Badain Jaran Desert. (5)Tourist's emotion is rich and varied. Most tourists have good impression in the Badain Jaran Desert.