The evaluation of intangible cultural heritage tourism creative products based on analytic hierarchy process and grey clustering method

With the growing scale of the tourism industry, the demand for tourism culture and creative products have been expanded. The intangible cultural heritage tourism creative products are a very important part of tourism. Being the particular icons of intangible cultural heritage, Tujia Brocade is one of the most representative symbols of Tujia nationality. The intangible cultural heritage tourism creative products of Tujia brocade have great product development value. The purpose of the research is to help select the optimal scheme in the design of intangible cultural heritage tourism products. The study could help to improve the design quality of cultural heritage tourism products and help to promote the rapid development of the local tourism industry. First of all, the literature review was applied to explore the historical origin of Tujia Brocade. Secondly, in order to summarize the dilemma of the intangible cultural heritage and tourism creative products of Tujia Brocade, the existing tourism products in the market were collected. Thirdly, these products were redesigned through the interview method and participatory design method. Last but not least, the Analytic Hierarchy Process (AHP) and Grey clustering method were used to analyze these redesigned tourism products. The value opportunity analysis of the four redesign samples was conducted. The results showed that the four samples belong to the moderate value opportunity products. Meanwhile, sample 1 is the preferred product of these four products. The research results can help designers and manufacturers to understand consumers’ psychology. It could also propel the development of the industry ecosystem of tourism cultural and creative products forward. It may help related products to be adjusted to meet consumer demand and generate profit.