Abstract：Folkloretourism，whichfeaturesregionalandethnicculturaldifferences，hasundergonerapid developmentinethnicregionsinChinainrecentyears.Atthesametime，thedevelopmentoffolkloretourism productswithunprecedentedinnovationhasgainedmomentumatalllevelsandaspectswhilemaintainingindividual differences.Amongthesefolkloretourismproducts，somehaverapidlyachievedgreatsuccessbecausetheyhave satisfieddemandsofcustomervalueintargetmarketsbutsomehavefailed.Itisprovedthatonlybyintegrating innovationinfolkloretourismproductswithdemandsofcustomervaluecanthesuccessrateofproductsbe improved.However，howtointegratethesetwofactors，whatarethedemandsofcustomervalueintargetmarket，whatarethecharacteristicsofthesedemandsandhowtoranktheminorderofimportance，allremainsrelatively newsubjects.TakingXiangxiAutonomousPrefectureasacasestudyandstartingfromcustomers’perspective，authorsofthispaperconductaresearchaccordingtocustomervaluecurveanalysis.Atfirst，thepaperadopts literaturemethodandanalyzesthecharacteristicsoffolkloretourismproductsbyimportance，andthensummarizes thedemandsofcustomervalueandkeyfactorsfortouristsandconstructscustomervaluefactorsmatrixwith demandsandresourcecharacteristicsasabscissainXiangxiAutonomousPrefecturetourismmarketthrough questionnaires，followedbycustomervaluecurveanalysiswhichintegratesthesetwofactorsandconstructscustomer valuefactorsmatrixoffolkloretourismproducts’innovation.Finally，suggestionsprovidingguidancesandinsights forfolkloretourismproducts’innovationaremadeaftermatrixanalysis.
　　Accordingtotheresearch，sincedemandsoftourists’valuesarediverseandhavegradientdifferencesin intensity，theinnovationoffolkloretourismproductsshouldtargetdifferentdemandsofcustomervaluetoadaptand meetmarket’sdemands.Amongthesedemands，experiencingfolkinterests，livingacausallifestyle，pursuing noveltyandappreciatingethniccustoms，whicharethemostdistinctiveandcommondemandsattractingfolklore touristsingeneral，arefirstclassvaluedemandsandshouldbegivenpriorityininnovation.Thesecondclassvalue demands，includinginteractiveexperience，senseofalienationtowardscity，experiencingoriginallifestyle，enjoyingnaturalbeautyandlocalfoodscharacterizedbystrongcustomervalueandrelativelylessimportant resources，arethoseeasilybeingignoredbutwithpromisingmarketprospectininnovation.Thethirdclassvalue demandsconsistofadventures，romanticstoriesandartisticcreationsrepresentedbyspecifictouristgroups，which isalsoabreakthroughfieldforconstructingadistinguishedmarkettargetingspecificpopulation，andthesupporting tourismproductsinnovationshouldbedesignedanddevelopedaccordingly.Finally，thepurchaseofcommoditiesof localandethniccharacteristicsarethefourthclassvaluedemandsthatcannotbeignoredastheyare complementarydemandsfortouristscompletingajourneyandespeciallyimportantforpartofnichetourists.
　　Keywords：folkloretourism；productsinnovation；customervaluedemands；XiangxiAutonomousPrefecture