Museums are non-profit permanent institutions serving the society. They study, collect, protect, explain and display material and intangible heritage. Museums are open to the public, open and inclusive, promoting diversity and sustainability.
Museums operate and communicate in an ethical and professional way, and with the participation of the community, provide a variety of experiences for education, appreciation, deep thinking and knowledge enjoyment.
The nature of the museum determines that the museum has the characteristics of public welfare. Many museum managers regard public welfare as the burden and constraint for museums to enter the market. In fact, the museum's public welfare can make the museum have a good public image, get better tax incentives, and make it easier for the museum to carry out public relations propaganda and more directly contact and cooperate with education, environmental protection, tourism and other departments.
The research achievement of the museum is a deep excavation of the value of the collection in the fields of history, art, science and technology, and is the basis for providing deep-seated and high-grade tourism products.
China's tourism market is gradually maturing, and people's demand for cultural leisure and knowledge consumption is increasing rapidly in the process of tourism. Many cultural tourist attractions are encountering the bottleneck of "deep" development of tourism products.