This paper analyzes the current situation of tourism industry under the background of normalization of pandemic prevention and control，discusses the new problems and challenges faced by scenic spots under the condition of normalization of pandemic prevention and control，analyzes the advantages and disadvantages of profit model of scenic spots，and proposes that normalization of pandemic prevention and control will force the deep transformation of profit model of scenic spots. Combined with the early accumulation of cloud tourism culture publicity during the pandemic period，cultural and creative products extend the industrial chain of scenic spots，promote the positive role of secondary consumption，and the impact of cultural and creative products on tourists perception. Cultural consumption will become the starting point for the diversification and upgrading of profit model. Then，from both sides of supply and demand，combined with the trend of new infrastructure and internet live broadcasting，the specific measures for the development of cultural consumption in scenic spots are considered，and combined with the double cycle theory，the construction of cultural consumption is proposed. Finally，it proposes that cultural consumption will become the preferred path for the innovation and development of scenic spots under the normalization of pandemic prevention and control.