The work aims to study the influence of tourist perceived value on the intention to purchase cultural and creative products in museums. By reviewing and summarizing relevant literature and referring to the basic theory of perceived value, a theoretical model of intention to purchase museum cultural and creative products was constructed. Based on mature scales in China and abroad, random sampling method was used to select survey samples to obtain data, and SPSS 26.0 and Amos 24.0 software combined with structural equation modeling (SEM) research technology were adopted for data statistical analysis and model validation, and then the research results were applied to the design practice of cultural and creative products in Luoyang Museum. Cultural value and emotional value had a significant positive influence on tourists' purchase intention, followed by aesthetic value and cost value, while functional value and social value had no significant influence on purchase intention. The museum cultural and creative product design needs to pay more attention to the cultural connotation, emotional communication, and aesthetic enjoyment of products to improve tourists' purchase intention. The combination of theory and practice not only helps to enrich the application fields of perceived value theory, but also provides important references for the design and market promotion of museum cultural and creative products.