Museums and Tourism: Time to Make Friends
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This chapter explores the growing relationship between museums and tourism bodies in England, as museums become more focused on audiences and income growth. Museum awareness of the ‘new consumer’, and parallel research on audiences by museums and tourism bodies is resulting in a shared understanding of visitor motivations, and a redefinition of the museum experience. This is similar to the contemporary heritage tourism experience, which maintains authenticity alongside a much more dynamic relationship with users. Case studies of Tate Modern and the National Trust illustrate how arts and heritage organisations are transforming themselves. Like the tourism industry, museums are now in the people business and must face up to the speed with which their audiences are changing.