Formation of a System of Online Services in the Museum

Museums have entered a highly competitive leisure market over the past decade. In order to satisfy new demands and desires of visitors, heritage institutions are beginning to increasingly focus on servitization. In this regard, the classification of services used in cultural institutions can become necessary information for museums. Thus, it will help them to increase the comfort of providing basic services, improve the awareness of visitors about the activities of museums and increase the loyalty of visitors. The purpose of the study is to form a system of online services in the museum based on a new classification of services. This, in turn, will help to develop recommendations that will enable to improve the efficiency of the museum. The empirical basis of the study was a survey of members of The Union of Russian Museums and an analysis of the official websites of museums. The results of the study will strengthen the systematic approach to the systematization of the service activities of museums, which will enhance their competitive advantages in the field of culture.