With the rapid development of tourism,the role of cultural and creative products in tourist attractions has been paid more and more attention.Based on the grounded theory,this paper takes Laozi's hometown tourist attraction as an example to explore its cultural and creative product development path.Firstly,the characteristics of the sce-nic spot are analyzed.Then,through data collection and organization,a theoretical model is constructed to explain the core cultural values of the scenic spot and how to meet the needs of modern tourists.On this basis,a development path for cultural and creative products based on grounded theory is proposed,breaking through the situation from the aspects such as scenic spot value,tourist demand,innova-tive development and brand awareness,in order to provide useful reference for the development of cultural and crea-tive products in the scenic spot.
grounded theorycultural and creative product developmentLaozi's hometown tourist attraction
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