Evaluating the Tourism Potential of Public Museums in Hangzhou: A Supply-Side Perspective

Jiehua Sheng · Ada Lo

27 citations0/0 files storedJournal of Travel & Tourism Marketing

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Museums and Cultural Heritage Diverse Aspects of Tourism Research Cultural Heritage Management and Preservation

Abstract

This is a qualitative study to evaluate the tourism potential of public museums from a supply-side perspective. Nine specialized public museums in Hangzhou were evaluated based on six criteria: cultural, physical, product, experiential, marketing, and leadership. The overall tourism potential was rated as moderate for the museums in Hangzhou. Poor accessibility, isolation from tourism nodes, lack of complementarity with peripheral attractions, and limited carrying capacity impair the museums' appeal to tourists. The local government's proactive intention to develop cultural tourism and the innovative marketing efforts adopted by a few museums certainly help to enhance the museums' tourism potential.

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2002Cultural tourism: the partnership between tourism and cultural heritage management 1995Cultural tourism and business opportunities for museums and heritage sites 1996Scanning museum visitors 1964THE INTERNATIONAL COUNCIL OF MUSEUMS 1999Museums 1997Museums and touristic expectations 1999Tourism and Heritage Are Not Strangers: A Study of Opportunities for Rural Heritage Museums to Maximize Tourism Visitation 1995Evaluating the experiences and benefits gained by tourists visiting a socio-industrial heritage museum: An application of ASEB grid analysis to blists hill open-air museum, the ironbridge gorge museum, United Kingdom

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