Among various "travel + culture" combinations, cultural and creative products are undoubtedly the most direct, extensible, and vibrant in their integration with tourism. They are driven by creativity and innovation, making cultural and creative industries a significant support for the cultural tourism sector. The interactive essence of cultural and creative industries with the tourism industry is the penetration, radiation, and extension of culture and creativity into the tourism value chain, which promotes the value addition and enhancement of the tourism industry's value chain.

Traveling and carefully selecting a unique cultural and creative product from the abundant selection to keep as a souvenir or to gift to friends and family is a delightful experience. However, the current issues with travel cultural and creative products often hinder this simple yet beautiful wish from being fulfilled. What are the problems with travel cultural and creative products? How can these issues be addressed?

As traditional travel models evolve into leisure and vacation experiences, with consumers' upgrade in spending and aesthetic abilities, there is a corresponding shift in their demand for experiences, interaction, and psychological needs. This shift demands personalized satisfaction in emotional consumption. In response to this change in demand, the supply within the travel environment must keep pace and match it. The IPs that represent the cultural atmosphere and spiritual charm of tourism have become powerful carriers. So, how can scenic area cultural and creative products be developed? Can these products be made more culturally rich, more entertaining, more fun, and of higher quality?