To better understand the role of microwave and the mechanisms of thermal cracking and catalytic reforming of lignocellulosic bio-oils, this study compares the difference in the reaction characteristics between microwaveassisted and conventional heating of representative bio-oil model compounds. Syringol and guaiacol were selected as bio-oil model compounds. The effects of the heating method on the conversion of the model compound and the yield and composition of products were systematically investigated in the temperature range of 600-700 degrees C. The results showed that high reaction temperature and microwave-assisted heating favoured the conversion of model compounds, and the conversions of syringol were generally higher than those of guaiacol under the same conditions (temperature, heating method). The heating method was found to greatly influence the yield and composition of products. The bio-oil obtained from conventional thermal cracking of model compounds contained phenolics, aromatic hydrocarbons, aryl alkyl ethers, and oxygen-containing heterocyclic compounds. In contrast, microwave-induced polarisation of poorly stable methoxy groups promotes the formation of phenolics, the concentration of the phenolic in the guaiacol and syringol bio-oil reached 62.5-66.17 area% and 85.18-87.65 area%, respectively, in the temperature range of 600-700 degrees C. Catalytic reforming of model compounds showed that activated carbon catalyst drastically promoted the phenol formation, particularly under microwave-assisted heating, the phenol concentration reached 93.9-97.97 area% in bio-oil during catalytic reforming of guaiacol. The formation of electron-hole pairs on the active metal sites induced by microwave radiation possibly enhanced the demethoxylation to selectively generate phenol due to the strong electrondonating ability of the methoxyl group. Microwave-assisted catalytic reforming of the model compounds was also beneficial for H2 formation because of the direct dehydrogenation of methyl radicals and the gas-phase reactions. The H2 concentrations of 81.07-82.41 vol.% and 75.2-79.16 vol.% were obtained during microwave-assisted catalytic reforming of guaiacol and syringol, respectively.