Museum souvenir as a resource for creative activity

The object of the study is museum culture in a globalized world. The subject of the study is a museum souvenir as a sample for analyzing the processes occurring in the museum industry, which, in turn, is part of the institutional culture. The purpose of this study is to identify the main reasons leading to changes in the museum industry. The goal is realized through the analysis of the phenomenon of museum souvenirs in museum practice.