ABSTRACT
The final concluding chapter of the book underscores the fact that while heritage museums are cultural institutions, they are also businesses operating in a highly competitive market that is swiftly changing. The chapter critically discusses the effects economic thinking and market forces are having on the framing of cultural heritage in contemporary museums. It does this by analyzing and discussing museum management's decisions against the cultural context they find themselves working in. Included here is an analysis of the effects the Covid-19 pandemic had upon the museum studied in this book. Beyond this, the analysis lifts forth the fact that museums are places in which multiple voices, opinions, and ambitions compete to impact the daily activities taking place in each museum. The main questions that the concluding chapter addresses are, “What strategies are museums of heritage working with today to meet their mission goals and remain viable and attractive visitor destinations, and what risks do they face as they do this?”
