Why the Gunarsa Art Museum fails as a tourism attraction

The Gunarsa Art Museum is Bali’s distinctive cultural heritage exhibiting the world’s largest collection of classical Balinese paintings. However it fails as a tourist attraction, receiving very few visitors and little income. In this study, a multidisciplinary approach is used to analyze reasons for its failure based on observations, interviews, and theories on tourist attractions and strategic management. Potential solutions to revive and sustain the museum are also discussed. This study’s approach can be applied to other cultural heritage sites where income from tourism is crucial in the business model to understand and rectify failure factors, and to revitalize them.