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

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. KEYWORDS: Tourism potentialsupply-side perspectivepublic museumstourist attractions