目的 探寻地域文化视域下的旅游文创产品设计与开发策略，为文创产品设计提供参考和借鉴。方法 从旅游文创产品的概念和作用入手，探究地域特色文化对旅游文创产品的影响，并对地域文化视域下的旅游文创产品的开发与设计策略展开研究。结论 地域文化视域下的旅游文创产品开发需以创意凸显地域特色，创立旅游文创设计品牌;地域文化视域下的旅游文创产品设计需要明确产品定位，融入五感设计，挖掘地域文化，突出创意个性化。

Objective:To explore the design and development strategies of tourism cultural and creative products from the perspective of regional culture, so as to provide reference for cultural and creative product design. Methods:Starting with the concept and function of tourism cultural and creative products, this paper explores the influence of regional characteristic culture on tourism cultural and creative products, and studies the development and design strategies of tourism cultural and creative products from the perspective of regional culture. Conclusion:The development of tourism cultural and creative products in the perspective of regional culture needs to highlight regional characteristics with creativity and create tourism cultural and creative design brands; The design of tourism cultural and creative products in the perspective of regional culture needs to clarify the product positioning, integrate the five sense design, tap regional culture, and highlight the creative individuality.