The work aims to focus on the innovation path of intelligent guidance system products in cultural value transformation and user experience improvement under the integration of culture and tourism, to build a tourism and culture experience system with multi-dimensional cultural, aesthetic, economic and social values and promote the high-quality development of tourism industry. Based on the investigation of the current product status of the guidance system and the in-depth analysis of tourists' needs for cultural experience, the two-layer architecture design of "cultural core + technology shell" was proposed. The current trend of culture and tourism integration and the tourists' needs were analyzed, and it was clear that the intelligent guidance system should have cultural display, intelligent tour, personalized recommendation, interactive experience and other functions. Secondly, combined with LED screen, touch screen, audio equipment, Internet of Things (IoT), big data, artificial intelligence (AI), augmented reality (AR) and other basic equipment and cutting-edge technologies, it was proposed that the technical route of the guidance system should realize the whole process intelligence from data acquisition to content presentation. The dynamic display and tour of cultural scenes was realized through the intelligent guidance system and combined with the immersive experience activity design, it could significantly enhance the cultural perception and participation of tourists. Based on the current background of culture and tourism integration, the intelligent guidance system product should construct a three-in-one design structure of "culture + intelligent guidance + experience system". With the intelligent guidance system product of Wuhan Moon Bay City Balcony as a case, it provides theoretical support and practical reference for the intelligent construction of scenic spots, helps the innovative dissemination and inheritance of traditional culture in the digital age and promotes the high-quality development of culture and tourism integration.