Ethnic culture heritage, as a subculture, provides an important resource for US rural tourism. However, the commodification of culture heritage has affected the representation of cultural heritage in tourism marketing. This study examines 13 counties of Indiana where Amish are a significant proportion of the population and explores how the destination presents Amish culture in their promotional materials. This article conducts content analysis and semiotic analysis of Amish icons and website information through data collection and coding of 50 websites and 458 images. The results calculated the geographic location, symbols, and text distribution of Amish elements in Indiana, and also compared the different usage proportions, meanings, and functions of Amish icons and texts in DMO & commercial websites. And it is also analyzed the Amish meaning system of symbols and culture codes through semiotic models in DMO & commercial websites.