Research On The Development And Optimization Of Cultural And Creative Products In Folk Craft Museum Based On The Perceived Value Of Tourists

With the development of tourism and the change of the tourism needs of the masses,the masses of tourists begin to be less and less satisfied with the ordinary sightseeing tourism.and pay more and more attention to the deep-rooted purpose of tourism,that is,to get cultural edification through tourism,so as to achieve the goal of spiritual satisfaction.Therefore,cultural and creative tourism starts to attract more and more attention from the tourism industry developers and managers.Well developed cultural and creative tourism can not only directly attract more tourists and create more profits,but also be of immeasurable significance to the cultural protection and dissemination of the tourist destination.As an important part of cultural and creative tourism,the success of cultural and creative product development to a large extent directly determines the success of cultural and creative tourism development.Therefore,how to develop cultural and creative tourism based on the cultural heritage of the tourist destination? To develop cultural and creative products that can enter millions of households and be liked by the masses is a problem that every tourism practitioner needs to think about.This paper takes the cultural and creative products of Chenjiaci as the research object.From the perspective of exploring the perceived value of tourists,through field research,literature analysis,tourist interview,qualitative analysis,IPA analysis and other methods,it firstly summarizes the dimensions of tourists’ perceived value of the cultural and creative products of Chenjiaci.The main dimensions of tourists’ perceived value of the cultural and creative products of Chenjiaci are as follows: Innovation value,service value,perceived cost,functional value,experience value,aesthetic value,cultural value.Based on this,22 measurement items of IPA analysis and evaluation factors are formed.After reliability analysis,exploratory factor analysis and validation analysis,the measurement items of evaluation factors are adjusted to 19.After IPA analysis,the shortcomings and areas needing improvement in the development of Chenjiaci cultural and creative products are obtained,namely: Cultural and creative products do not fully reflect the cultural spirit contained in the museum itself.Cultural and creative products need to be strengthened in the richness of design styles and can be further optimized in the packaging design of cultural and creative products.Combined with the analysis results,the paper puts forward the optimization strategies for the seven dimensions of Chen Clan Academy tourists’ perceived value,which mainly include: digging into the spiritual and cultural connotation,strengthening the integration of cultural elements,strengthening the innovation theory,building the brand culture and creation;Pay attention to packaging design,enhance the visual aesthetic;enhance the sales environment,create a good atmosphere and other suggestions.The research in this paper is a supplement to the theory of the development of the contemporary creative product design,as well as a further reflection on the development of cultural and creative products of museum-type scenic spots with rich historical and cultural deposits.Its theoretical significance is mainly to enrich the theoretical research of perceived value,and its practical significance is mainly to enrich the development and research ideas of cultural and creative products,providing support for the establishment of the concept of consumer demand perception orientation.To further explore strategies based on improving tourists’ perceived value,so as to determine the development and marketing direction of cultural and creative products,and put forward specific representative countermeasures and suggestions for the development of cultural and creative products of folk craft museums,which is conducive to the development of cultural value of similar folk craft museums and the further development of cultural and creative products,and can provide research reference for the development of cultural and creative products.