At present, the cultural tourism market is in a most active stage ever. As an important part of the tour? ism industry, tourism cultural and creative products have extended the tourism industry chain and expanded tour? ism consumption. However, the consumption capacity of the tourism cultural and creative market is stagnant and even has a downward trend since it is difficult to transform the consumption intention into consumption be? havior. On one hand, low-end, ineffective and excess supply leads to waste of resources and causes spiritual pol? lution. On the other hand, the supply of medium and high-end, as well as the supply of new types is insufficient to meet the increasingly diversified spiritual and cultural needs of tourism users. Under the cultural background of“new development stage”, the design and development of tourism cultural and creative products should shift from the traditional“object”to“people”oriented, and while digging deeper into the cultural elements of local characteristics, enhance the added value of the products by integrating the superposition effect of various types of interesting experiences of people, create richer new tourism cultural and creative products, improve the qual? ity and expand the capacity, and stimulate the consumption potential.