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University museums, cultural businesses, cultural tourism, integral management
Museums are essential institutions for the development of the society, and they have been shaping culture for years. Their functions have remained stable throughout their evolution, but today’s world is more demanding making them serve as touristic attractions too. University museums have an even greater commitment, not only to society, but also to academic community. This is why such institutions must find a way to be more efficient in their activities and more innovative in their exhibitions, and using strategic planning they can become selfsufficient over time. In order to offer an option, a guide for integral management is proposed as a tool with 7 steps, including planning, cultural tourism and marketing elements.