随着旅游业的快速发展和新的文化创意作品的出现，长白山作为独特
的自然和文化资源的集中地，其景点以及日益流行的文化越来越受到万众
瞩目。同一时期，随着大众消费观念传播的文化倾向增加，消费人群趋近圈
层化，消费意识和消费需求也转变得越来越深度化、多元化，文化创意产品
的大消费市场逐渐显现，这也是能够让历史文化长久延续的重要手段，并在
此基础上还具有多方面文化教育功能，这也是确保文创产品能够稳定和持
续发展的因素之一。由此，本文对长白山景区文化创意作品的研究和开发，
不仅对长白山历史文化的遗产起到了保护和发展的积极影响，还对长白山
文化创意产品及产业的创新驱动和协调发展也具有深远的意义。
本篇文章将长白山文化创意产品作为研究对象，依据游客对其文化创
意产品感知，进行研究分析。应用感知价值理论、消费者行为理论、体验经
济理论的基础上，运用了文献研究法、问卷调查法与 SPSS 相结合进行分析，
通过网络文本的高频词数据分析和调查问卷各项指标数据分析，进一步研
究文创开发现状以及问题，以游客感知角度出发，最终从满足消费者需求的
多样性；提高文创产品的实用价值；提升文创产品的收藏价值；注重文创产
品流量及质量；拓展文创产品整合营销渠道五个方向进行深度优化，希望能
为长白山景区文化创意产品的开发研究提倡合理化的实施方案，推动文化
创意产品创新开发、创新营销的融合发展。
!"#$长白山景区；文创产品；游客感知
With the rapid development of tourism and the emergence of new cultural
and creative works, Changbai Mountain, as a concentration of unique natural and
cultural resources, its scenic spots and increasingly popular culture have attracted
more and more attention. In the same period, with the increase of the cultural
tendency of the dissemination of mass consumption ideas, the consumer
population is approaching the circle, the consumption consciousness and
consumption demand are also changing more and more deeply and diversified,
and the large consumption market of cultural and creative products is gradually
emerging, which is also an important means for the long-term continuation of
history and culture. On this basis, it also has various cultural and educational
functions, This is also one of the factors to ensure the stable and sustainable
development of cultural and creative products. Therefore, the research and
development of cultural and creative works in Changbai Mountain scenic spot in
this paper not only has a positive impact on the protection and development of the
historical and cultural heritage of Changbai Mountain, but also has far-reaching
significance for the innovation drive and coordinated development of cultural and
creative products and industries in Changbai Mountain.
This article takes the cultural and creative products of Changbai Mountain
as the research object, and makes a research and analysis according to the tourists'
perception of their cultural and creative products. Based on the application of
perceived value theory, consumer behavior theory and experience economy theory,
this paper uses the combination of literature research method, questionnaire
survey method and SPSS to further study the current situation and problems of
cultural and creative development through the analysis of high-frequency word
data of network text and various index data of questionnaire, so as to meet the
diversity of consumer needs from the perspective of tourist perception; Improve
the practical value of cultural and creative products; Enhance the collection value
of cultural and creative products; Pay attention to the flow and quality of cultural
and creative products; Expand the integrated marketing channels of cultural and
creative products and conduct in-depth optimization in five directions, hoping to
promote the rational implementation scheme for the development and research of
cultural and creative products in Changbai Mountain scenic spot, and promote the
integrated development of innovative development and innovative marketing of
cultural and creative products.
Keywords: Changbai Mountain scenic spot; Creative products; Visitor perception一、 绪论 ................................................. 1
（一）研究背景 ........................................... 1
（二）研究意义 .......................................... 1
（三）研究目的 .......................................... 2
（四）研究方法 .......................................... 2
（五）研究思路与框架 .................................... 2
二、文献综述 .............................................. 5
（一）相关概念 .......................................... 5
（二）相关基础理论 ...................................... 6
（三）国外相关研究综述 .................................. 7
（四）国内相关研究综述 .................................. 8
三、长白山景区文创产品的现状分析 .......................... 10
（一）长白山景区概述 .................................... 10
（二）长白山景区资源概况 ................................ 11
（三）长白山景区文创产品现状分析 ........................ 15
四、实证研究 .............................................. 16
（一）问卷设计 .......................................... 16
（二）问卷发放与回收 .................................... 16
（三）信效度分析 ........................................ 18
（四）描述性统计分析 .................................... 19（五）因子分析 .......................................... 25
（六）结果分析 .......................................... 27
五、长白山景区文创产品开发存在的问题 ...................... 28
（一）文创产品的自身缺陷 ................................ 28
（二）文创产品的价值缺失 ................................ 30
（三）文创产品的营销渠道单一 ............................ 30
（四）文创产品的销售服务质量下降 ........................ 31
六、长白山景区文创产品开发建议 ............................ 32
（一）提高文创产品自身属性 .............................. 32
（二）提升文创产品价值创造力 ............................ 35
（三）拓展文创产品整合营销渠道 .......................... 36
（四）规范文创产品销售服务
的自然和文化资源的集中地，其景点以及日益流行的文化越来越受到万众
瞩目。同一时期，随着大众消费观念传播的文化倾向增加，消费人群趋近圈
层化，消费意识和消费需求也转变得越来越深度化、多元化，文化创意产品
的大消费市场逐渐显现，这也是能够让历史文化长久延续的重要手段，并在
此基础上还具有多方面文化教育功能，这也是确保文创产品能够稳定和持
续发展的因素之一。由此，本文对长白山景区文化创意作品的研究和开发，
不仅对长白山历史文化的遗产起到了保护和发展的积极影响，还对长白山
文化创意产品及产业的创新驱动和协调发展也具有深远的意义。
本篇文章将长白山文化创意产品作为研究对象，依据游客对其文化创
意产品感知，进行研究分析。应用感知价值理论、消费者行为理论、体验经
济理论的基础上，运用了文献研究法、问卷调查法与 SPSS 相结合进行分析，
通过网络文本的高频词数据分析和调查问卷各项指标数据分析，进一步研
究文创开发现状以及问题，以游客感知角度出发，最终从满足消费者需求的
多样性；提高文创产品的实用价值；提升文创产品的收藏价值；注重文创产
品流量及质量；拓展文创产品整合营销渠道五个方向进行深度优化，希望能
为长白山景区文化创意产品的开发研究提倡合理化的实施方案，推动文化
创意产品创新开发、创新营销的融合发展。
!"#$长白山景区；文创产品；游客感知
With the rapid development of tourism and the emergence of new cultural
and creative works, Changbai Mountain, as a concentration of unique natural and
cultural resources, its scenic spots and increasingly popular culture have attracted
more and more attention. In the same period, with the increase of the cultural
tendency of the dissemination of mass consumption ideas, the consumer
population is approaching the circle, the consumption consciousness and
consumption demand are also changing more and more deeply and diversified,
and the large consumption market of cultural and creative products is gradually
emerging, which is also an important means for the long-term continuation of
history and culture. On this basis, it also has various cultural and educational
functions, This is also one of the factors to ensure the stable and sustainable
development of cultural and creative products. Therefore, the research and
development of cultural and creative works in Changbai Mountain scenic spot in
this paper not only has a positive impact on the protection and development of the
historical and cultural heritage of Changbai Mountain, but also has far-reaching
significance for the innovation drive and coordinated development of cultural and
creative products and industries in Changbai Mountain.
This article takes the cultural and creative products of Changbai Mountain
as the research object, and makes a research and analysis according to the tourists'
perception of their cultural and creative products. Based on the application of
perceived value theory, consumer behavior theory and experience economy theory,
this paper uses the combination of literature research method, questionnaire
survey method and SPSS to further study the current situation and problems of
cultural and creative development through the analysis of high-frequency word
data of network text and various index data of questionnaire, so as to meet the
diversity of consumer needs from the perspective of tourist perception; Improve
the practical value of cultural and creative products; Enhance the collection value
of cultural and creative products; Pay attention to the flow and quality of cultural
and creative products; Expand the integrated marketing channels of cultural and
creative products and conduct in-depth optimization in five directions, hoping to
promote the rational implementation scheme for the development and research of
cultural and creative products in Changbai Mountain scenic spot, and promote the
integrated development of innovative development and innovative marketing of
cultural and creative products.
Keywords: Changbai Mountain scenic spot; Creative products; Visitor perception一、 绪论 ................................................. 1
（一）研究背景 ........................................... 1
（二）研究意义 .......................................... 1
（三）研究目的 .......................................... 2
（四）研究方法 .......................................... 2
（五）研究思路与框架 .................................... 2
二、文献综述 .............................................. 5
（一）相关概念 .......................................... 5
（二）相关基础理论 ...................................... 6
（三）国外相关研究综述 .................................. 7
（四）国内相关研究综述 .................................. 8
三、长白山景区文创产品的现状分析 .......................... 10
（一）长白山景区概述 .................................... 10
（二）长白山景区资源概况 ................................ 11
（三）长白山景区文创产品现状分析 ........................ 15
四、实证研究 .............................................. 16
（一）问卷设计 .......................................... 16
（二）问卷发放与回收 .................................... 16
（三）信效度分析 ........................................ 18
（四）描述性统计分析 .................................... 19（五）因子分析 .......................................... 25
（六）结果分析 .......................................... 27
五、长白山景区文创产品开发存在的问题 ...................... 28
（一）文创产品的自身缺陷 ................................ 28
（二）文创产品的价值缺失 ................................ 30
（三）文创产品的营销渠道单一 ............................ 30
（四）文创产品的销售服务质量下降 ........................ 31
六、长白山景区文创产品开发建议 ............................ 32
（一）提高文创产品自身属性 .............................. 32
（二）提升文创产品价值创造力 ............................ 35
（三）拓展文创产品整合营销渠道 .......................... 36
（四）规范文创产品销售服务
小孩
