Excitement demand index judgment matrix.

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.随着我国“文旅”产业的快速发展，旅游文创产品日益成为吸引游客的核心要素。然而，赫图阿拉市的旅游文创产品却难以有效吸引游客，也无法满足多样化的消费需求。为解决这一问题，本文提出了以用户为中心的消费需求评价框架，旨在为赫图阿拉市旅游文创产品的设计与开发提供系统化的指导与决策支持。首先，通过访谈收集旅游文创产品的消费需求，初步筛选出80项需求指标；随后借助专家访谈进一步归纳提炼，最终得到29项核心需求指标。基于这29项需求指标，本研究采用KANO模型（KANO Model）对150名消费者开展抽样调查。经数据分析，共识别出5项必备型需求、9项期望型需求与10项魅力型需求，由此构建起旅游文创产品需求评价体系。其次，本研究采用层次分析法（Analytic Hierarchy Process，AHP）计算各需求指标的权重与重要性排序，确保产品设计目标与用户核心需求相契合。研究结果表明，所评价的需求属性对游客满意度具有显著影响，其中地域特色、历史文化与实用功能被视为核心指标，而游客对产品故事讲述的期望尤为突出。KANO模型与层次分析法的结合应用，能够更精准地识别与评价游客需求的重要程度，使旅游文创产品的设计更具系统性与精准性。本研究为旅游文创产品的开发提供了针对性的设计建议与优化方向。