Research On Cultural And Creative Product Development Of Hunan Provincial Museum Based On Tourists' Perception

With the rapid development of the cultural industry and the rapid development of museum tourism,the museum,as a regionally unique cultural resource and an important department for inheriting and promoting culture,has attracted more and more attention from the public.At the same time,with the continuous improvement of popular spiritual and cultural needs,the diversification of consumer demand and consumer awareness has greatly expanded the market for museum cultural and creative products.As a high-quality carrier of historical and cultural inheritance and development,museums and cultural and creative products are an important way to realize the functions of historical inheritance and cultural education,as well as one of the elements to achieve their long-term stable development.Therefore,the research and development of cultural and creative products of museums in Hunan Province won't only promote the inheritance and promotion of the museum's historical culture,but also have great significance to the innovation and development of cultural and creative products of museums.This article selects the cultural and creative products of Hunan Provincial Museum as the research object.From the perspective of tourists' perception of cultural and creative products,on the basis of the tourists' perception theory and consumer behavior theory,the survey method,statistical analysis method and content analysis method are used for analysis.Then it combines the web text analysis and the research methods of the questionnaire survey,using SPSS software and ROST CM6 word frequency analysis software,through the analysis of the high-frequency word data of the web text and the analysis of the index data of the questionnaire,from the tourist's cognitive image and emotion Analyze the cultural and creative products of Hunan Provincial Museum in three aspects: image and overall image.Finally,the analysis data of the two methods are combined to find the consistent influencing factors in the analysis of cognition,emotion and overall image,and finally the reasonable price of museum cultural and creative products is set;the practical value of cultural and creative products is improved;Collection value;shaping the cultural and creative brand of Hunan Provincial Museum;expanding the integrated marketing channels of Hunan Cultural and Creative Products;enriching the six aspects of Cultural and Creative Products derivatives,hoping to propose for the development of Cultural and Creative Products Reasonable and effective advice.