Evaluating the tourism potential of public museums in hangzhou: A supply-side perspective

Jiehua Sheng, Sau Yee Ada Lo

Research output: Journal article publicationJournal articleAcademic researchpeer-review

16 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)287-305
Number of pages19
JournalJournal of Travel and Tourism Marketing
Issue number3
Publication statusPublished - 1 Apr 2010


  • Public museums
  • Supply-side perspective
  • Tourism potential
  • Tourist attractions

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing


Dive into the research topics of 'Evaluating the tourism potential of public museums in hangzhou: A supply-side perspective'. Together they form a unique fingerprint.

Cite this