Abstract: Using unique cultural as tourism attraction, developing cultural and creative products and bringing culture to life not only conform to the trend of integration of culture and tourism, which are conducive to the rural revitalization, but also can promote the cultural consumption of rural tourism and the development of local economy, society and culture. Based on a questionnaire survey of 314 rural tourists from two survey sites in Guangxi Zhuang Autonomous Region, this paper empirically analyzes the types of tourism consumers and the development factors of rural tourism cultural and creative products from the perspective of consumer values and perceived values.The results show that:in the development of cultural and creative products, external perception should be the basis to attract rural tourists' consumption, behavioral functionality should be the booster to stimulate purchasing behavior, and cultural carrying capacity can be a necessary condition to guarantee tourism consumption. Rural tourists can be divided into four types:functional rational tourists (35.4%), active enjoyment tourists (40.4%), potential development tourists (11.8%) and face perception tourists (12.4%). The development of cultural and creative products in rural tourism destinations should avoid product homogeneity, innovate folk and rural characteristics, guarantee price matching quality on the basis of paying attention to practical function, extend the cultural transmission chain, and promote cultural consumption experience.

Key words: cultural and creative products, rural tourism, consumption value, perceived value, cultural consumption