Visitor-oriented: A Study of the British Museum's Visitor-centred Operations Strategy

Abstract

Today's era of global commercialization has made visitors the primary recipients of services and patrons of museums. The British Museum has chosen a visitor-centered operation strategy despite the challenges of inadequate financial investment and competitive market pressure. The British Museum has achieved "secondary development" and sustainable development, which is worth learning from, through four operational models: online exhibitions to build brand image, offline services to break even, cultural and creative peripherals to generate sustainable income, and multilateral cooperation among regional clusters.