Research On Cultural And Creative Products Development Of Sichuan Museum Based On Tourist Perception

With the increasing demand for cultural consumption from the public and the vigorous development of the museum industry,the museum cultural and creative industry has ushered in a rare development opportunity in the context of cultural and tourism integration.Museum cultural and creative products,as the expression form of the cultural and creative industry and the material carrier of cultural resources,carry the history and culture of museums,and have received widespread attention and attention from relevant national departments and various sectors of society,showing a good momentum of vigorous development.Research on the development of cultural and creative products in museums can not only better promote local history and culture,but also promote the innovation and development of cultural and creative products,achieving a dual harvest of cultural,educational,and economic benefits.This paper takes the development of cultural and creative products of Sichuan Museum as the research object.Based on the tourist perception theory and the 4P theory,this paper mainly uses two research methods,namely,online text analysis and questionnaire survey,and uses ROST CM6 word frequency analysis software and SPSS 25.0 software,Explore the perception of tourists towards the development of cultural and creative products at the Sichuan Museum through a total of 22 indicators,including 6 factors from three dimensions:cognition,emotion,and overall perception.Through comparative analysis of data,it can be concluded that the overall perception of cultural and creative products at Sichuan Museum is good,especially in terms of historical and cultural value,category design,fun and practicality.The scores are all above 3.9 points,but the scores for local characteristics,portability,experience,creativity,and employee professional literacy of cultural and creative products are lower than the average,indicating that there is room for improvement in these five aspects.At the same time,the analysis of tourists’ purchasing behavior through research also indicates that there are problems in promoting and expanding purchasing channels in the development of cultural and creative products at the Sichuan Museum.Suggestions include integrating local characteristics,increasing product portability,enriching product experience,enhancing creative value,cultivating professional talents,increasing new media promotion channels,and expanding online marketing channels.