Strategies for Improving the Creativity of Rural Tourism Products from the Perspective of Cultural Creativity——Take Yunfeng Village in Yongchun, Fujian as an example

Objective/Meaning 
Yunfeng Village, Yongchun County is a key village for rural poverty alleviation by tourism in China. Under the background of cultural and tourism integration, this paper explored the strategy of improving the creativity of rural tourism products, providing ideas for promoting the transformation of rural tourism from high-speed growth to high-quality, and solving the current shortage on the supply of rural tourism creative products.

Methods/Procedures 
Based on the perspective of cultural creativity, the questionnaire survey method was used to analyze the tourists' comprehensive evaluation of rural tourism in Yunfeng Village and their willingness to consume the rural tourism creative products in it.

Results/Conclusions 
The existing rural tourism products in Yunfeng Village lacked creativity, visitors have a high willingness to spend on creative experience activities of rural tourism, creative rural landscapes and creative local cuisine. Finally, it was proposed to enhance the creativity of rural tourism products in Yunfeng Village from the aspects of product positioning, development principles, creative product design, and perfect creative development environment.