Judgment matrix format.

With the rapid development of China’s “Culture + Tourism” industry, tourism cultural and creative products have increasingly become a key factor in attracting tourists. However, the tourism cultural and creative products in Hetuala City have difficulty effectively attracting tourists and meeting diverse consumer demands. To address this issue, this paper proposes a user-centered consumption demand evaluation framework, aimed at providing systematic guidance and decision-making support for the design and development of tourism cultural and creative products in Hetuala City. Firstly, consumption demands for tourism cultural and creative products were collected through interviews, initially identifying 80 demand indicators. Expert interviews were then employed to further summarize and refine these into 29 core demand indicators. Based on the 29 demand indicators, a sample survey of 150 consumers was conducted using the KANO model. Data analysis identified five must-be needs, nine performance needs, and ten attractive needs, thereby constructing a demand evaluation system for tourism cultural and creative products. Secondly, the Analytic Hierarchy Process (AHP) was applied to calculate the weights and importance rankings of each demand indicator, ensuring alignment between product design objectives and users’ core demands. The results indicate that the evaluated demand attributes significantly influence tourist satisfaction, with regional characteristics, historical culture, and practical functionality regarded as key indicators, while tourists’ expectations for product storytelling were particularly prominent. The integrated application of the KANO model and AHP method facilitates more accurate identification and evaluation of the importance of tourist demands, rendering the design of tourism cultural and creative products more systematic and precise. This study offers targeted design recommendations and optimization directions for the development of tourism cultural and creative products.