Management strategies for museum night opening in China: a SWOT-TOWS analysis of Shanghai museums

AbstractIn China, the concept of Museum Night Opening, which involves keeping museums open to the public beyond regular daytime hours, has gained popularity since its inception in 2019. However, its implementation has posed both social benefits and operational challenges. This study aims to develop management strategies for Museum Night Opening in China, using a regional perspective centered on Shanghai. A systematic review of Shanghai cases spanning from 2007 to August 2023 was conducted for the development status. A SWOT-TWOS analysis was further employed for the development environment and management strategies. The internal management strategies (WO & WT) emphasize aspects such as human resources, finance, and materials to ensure smooth night operations. Meanwhile, the external management strategies (SO & ST) focus on the audience orientation and crossover collaboration to enhance nighttime experiences. Through management strategy planning, Chinese museums can establish Museum Night Opening as a high-quality initiative in a sustainable manner.