You never specified a type of museum.  Maggie is on the right track
historic preservation programs have generated numberous studies on the
subject.  While looking at those for a format I would also suggest
"Marketing Places" which addresses marketing cities and communities
and while not written to focus on cultural attractions, does an
excellent job of describing their benifits.  It was highly recommended
at a preservation conference I attended and would apply to other
institutions as well.

Cheryl Brookshear
Historic Preservation

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