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Internal Connection Intensity as Logistic and Marketing Indicator of Museum Clusters Performance
The performance of a museum cluster, as a spatial concentration of museums, is considered in this research paper. This research examines the performance of museum clusters—geographical concentrations of museums—by evaluating the intensity of their internal connections (ICI) from a logistics and marketing perspective. Logistic ICI is measured by the volume and density of tourist crossflow between museums, while marketing ICI is assessed through the intensity of collaborative social media promotions. Based on these criteria, three types of museum clusters are identified: advanced, developing, and emerging. Content analysis further reveals 34 distinct formats of museum collaborations, providing insights into how museums can vary their collaborative approaches to strengthen cluster performance. These findings support the strategic differentiation of management approaches for museum clusters, offering practical guidance for optimizing collaboration formats to enhance both visitor engagement and cluster cohesion, depending on the ICI level. This study contributes to a deeper understanding of how museum clusters can leverage internal connections to boost collective marketing and operational effectiveness.