The concept of a museum has been changing throughout history. If assumed that renaissance museums were the pioneers among museums, then museums were once institutions, accessible only to experts and the elite. This model is called “from top to bottom.” However, in modern society, a museum needs to adjust more and more to the dynamic social environment and respond to the ever-growing demands and expectations that come from all classes of society, focusing on the needs of the local public. With new the new museology, there have been changes in museum management helping museums to become part of mass media. The role of a museum is to interpret the past and move cultural heritage as a whole closer to the public through experience, creativity, and innovation, with environmental and human participation being parts of that whole. Nowadays, museums act participatorily and inclusively in accordance with the recommendations of international heritage charters. Hence, it can be easily noted that museums are becoming like tourist attractions of a certain destination. The symbiosis of culture and tourism can be most immediately seen in the cultural heritage, where museums play an important and influential role. In order to become as prosperous and attractive as possible, museums need to be governed by great management and promoted by innovative marketing tools.
The thesis consists of two parts – theory and research. The issues brought forward are divided into four key factors that unite the concepts of management, heritage, museums, and tourism, as well as interpret the purpose of the destination’s greater development and the success of the museum, where the final aim is to preserve the heritage in its original environment as a value. The aim of the research part is to show the thoughts and experiences of experts within the sectors of culture and tourism alike about the expressed issues. Mass tourism represents the first problem; it endangers the heritage and, as a result, sparks resistance towards the tourist activity and the tourists themselves within the local community. The second problem can be found in the poor or lacking communication between culture and tourism sectors, which would greatly benefit the success of the museum. The third problem is that the public needs to be adequately informed about the museum’s importance as a tourist activity or attraction, especially as a specific type of medium that informs the public and enhances their cultural competences.
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