Creating and evaluating a new tourism offer: family days in Serbian museums as offer of tourist agencies

Cultural heritage, as the landmark of social memory, is highly important in the processes of identity building. Also, as a proper representation of past achievements in particular area(s), cultural heritage is the most important resource for cultural tourism, travelling motivated by desire to learn about other cultures. Innovative approaches in heritage presentation and interpretation are of vital importance for both local citizens and their visitors because they are enabling experiences that lead to better understanding of messages from the past and appreciations of diversity in cultural expressions. ―Family day at the museum‖ is a concept that unites two generations – adults and (their) children to share, at the museum, experiences if learning about various manifestations of culture, diversity of cultural expressions, and, at the same time, express their perceptions, interpretations of themes interpreted through exhibitions and accompanying contents such as theatrical performances, video projections, etc. This type of program provides opportunity for two generations of local families and families on vacation to experience, in a unique manner, (local) culture for two generations. From cultural and economic aspect, in this paper, we are discussing issues of introducing ―Family day at the museum‖ as potentially attractive part of cultural tourism offer in Serbia.