Research on Influencing Factors of Rural Tourism Cultural Creativity
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By tapping the cultural characteristics of rural tourism and developing creative cultural products, the culture can be rejuvenated, which not only conforms to the general trend of the integration of literature and tourism, but also helps to realize the strategy of rural revitalization, stimulate the cultural consumption of rural tourist destinations and promote the all-round development of local economy, society and culture. On this basis, the development strategies and suggestions of rural tourism cultural and creative products are put forward.Rural tourists can be divided into functional rationality (35.4%), active enjoyment (40.4%), potential development (11.8%) and face perception (12.4%). The main factors affecting tourists’ consumption willingness and demand are cultural connotation quality, product price, brand awareness and word of mouth. When researching and developing cultural and creative products in rural tourist destinations, we should avoid the homogenization of products, but innovate the characteristics of folk villages, pay attention to practical functionality, ensure the quality of price matching, and extend the cultural communication chain, thus promoting the promotion of cultural consumption experience.
https://eudl.eu/doi/10.4108/eai.23-2-2024.2345915
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