The work aims to explore the shortcomings and improvements in the design of tourism cultural and creative products from the perspective of culture and tourism integration, in order to promote the deep integration of culture and tourism, expand cultural influence through tourism cultural and creative product design, and realize cultural heritage value. Based on the background of cultural tourism integration, literature research and case study methods were adopted to deeply analyze several problems in the design of tourism cultural and creative products, such as serious homogenization of products, failure to build brands, and failure to face consumer needs. To solve these problems, innovative design methods for tourism cultural and creative products were discussed. The integration of culture and tourism brings new opportunities and challenges to the design of tourism cultural and creative products. In the face of the problems existing in current tourism cultural and creative products, the design process should make the design more personalized, focus on building cultural and creative brands, and meet the needs of different consumer groups. Only in this way can tourism cultural and creative products that combine cultural value, practical value, and market attractiveness be developed.
Key words
culture and tourism integration /
tourism cultural and creative products /
cultural and creative brands /
consumer demand
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