Abstract: In view of the realistic difficulties such as homogeneous competition in the construction of mountain scenic spots in the same region, combined with their own base construction characteristics of mountain tourism, forming regional differentiation and complementarity is the key problem to be solved urgently. Western Zhejiang mountainous area is a key construction area for Hangzhou to implement the “tourism westward” strategy and enhance its tourism attraction. The existing research on mountain scenic spots has not paid enough attention to the tourism product planning of resource-homogeneous scenic spots. Using the difference between the cognitive image and emotional image of mountain tourism, this paper constructed a “recognition-identification” matrix model to distinguish the types of mountain tourism products. The study found that under the condition of a similar geographical environment and resource endowment, there were still great differences in the cognitive image and emotional image of the destination scenic spots. Among them, the dominant products of Daming Mountain were sightseeing, that of Tianmu Mountain were health care, and that of Taihu Lake source and Western Zhejiang Grand Canyon were leisure and vacation. The “recognition-identification” model provided a bottom-up idea to explore local characteristics and build differentiated tourism brands for scenic spots with high market coincidence rates and homogeneous resources in the region.