Demand for Cultural and Creative Products of the Sea God in Shan Hai Jing Based on Kano-AHP Model

This paper addresses ways to promote and disseminate Sea God culture in terms of innovative design. To better analyze consumer demand for cultural and creative products with themes of Sea God imagery in Shan Hai Jing, this research integrates the KANO model and the Analytic Hierarchy Process (AHP) for a structured analysis. Based on user interviews and questionnaires, a total of 14 design factors are initially identified. These factors are then classified using the KANO model into four categories of consumer demand: Attractive, One-Dimensional, Must-Be, and Indifferent. Subsequently, AHP is applied to analyze the relative importance of these factors, determining key design elements and their priority rankings. The findings indicate that consumer demand for Sea God cultural and creative products primarily revolves around narrative quality, cultural value, form, and color. Building upon these insights, this paper proposes development strategies for Sea God cultural and creative products, with ocean museums as the primary application environment, to enhance cultural value and market competitiveness. This research offers a viable approach to designing Sea God cultural and creative products based on The Classic of Mountains and Seas, providing useful references for the innovative development and promotion of traditional culture.