目的 探讨消费价值对旅游文创产品购买意愿的影响。方法 通过文献研究，以消费价值理论为基础构建旅游文创产品购买意愿的研究模型并提出研究假设，参考国内外成熟量表设计调查问卷，发放并收集受访者资料，运用结构方程模型(SEM)的第二代技术——偏最小二乘法(PLS)统计数据并检验模型，以宁夏旅游文创产品设计为例，对研究结果进行设计应用。结论 研究发现，认知价值对消费者购买意愿的影响最大，其次为条件价值、情感价值，而功能价值、社会价值对购买意愿的影响不显著，说明在旅游文创产品设计中要注重产品的文化内涵、互动体验和情感化等特征，以提高消费者的购买意愿。本研究从消费价值的角度丰富了旅游文创产品设计的理论研究，为旅游文创产品设计开发提供了理论依据。

The paper intends to discuss the influence of consumption value on the purchase intention of tourism cultural and creative products. Through literature research, based on consumption value theory, this paper constructs a research model of purchase intention of tourism cultural and creative products and puts forward research hypotheses, design questionnaires with reference to domestic and foreign mature scales, distributes and collects interviewee information, and uses the second-generation technology of structural equation modeling (SEM) -Partial Least Squares (PLS) to count data and test models.Taking Ningxia tourism cultural and creative product design as an example, the research results are designed and applied .The study found that cognitive value has the greatest impact on consumers' purchase intention, followed by conditioned value and emotional value, while functional value and social value have no significant impact on purchase intention, indicating that in the design of tourism cultural creative products, the features of product connotation, interactive experience, and emotionalization should be paid attention to improving consumers' purchase intention. This research enriches the theoretical research on the design of tourism cultural creative products from the perspective of consumption value, and provides a theoretical basis for the design and development of tourism cultural creative products.