Abstract
Under the background of the integration of culture and tourism, elements of intangible cultural heritage have been widely used in the design of tourism cultural and creative products, which makes tourism cultural and creative products more characteristic of regional culture. This not only broadens the cultural connotation and promotes the diversified development of tourism cultural and creative products, but also promotes the protection and inheritance of intangible cultural heritage. This paper analyzes the practical significance of the fusion of traditional and modern innovation in the design of tourism cultural and creative products from the aspects of innovative attributes and the design application of intangible cultural heritage.
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