Culture and economy: new scenarios and strategies for optimizing the provincial museum

This work is devoted to the problem of the functioning of museums in the developing and rapidly changing modern world. The possibilities of developing museums and the forms of their interaction in the modern cultural space are examined. The focus is on managing museum activities in the context of contemporary challenges, as well as understanding the interests of the modern consumer of museum services. The importance of monitoring that tracks the change in the target audience is shown. The necessity of searching for creative forms of exposition activity and the creation of an information and communication network of inter-museum interaction is emphasized.