Are We on the Same Page? Chinese General Visitors’ Perception of the Role of Museums in Sustainable Development

The issue of sustainability has emerged as a focal point within the museum sector. This article aims to investigate the perceptions and attitudes of Chinese general visitors towards museums and sustainability. To achieve this, we employed a visitor evaluation approach, with inhabitants of the Chinese mainland serving as the target population. We conducted a survey using an online questionnaire, yielding a total of 1260 valid samples. The study finds that most museum visitors in mainland China see a strong link between museums and sustainable development, with factors like age, gender, education, familiarity with sustainable development, and museum interaction shaping these perceptions. The results indicate that large segments of the Chinese visitors hold a favourable perception of the significance of museums in terms of environmental, social, economic, and cultural sustainability. However, the visitor generally does not wish to sacrifice their own visiting experience to enhance museums’ sustainable development capacities. The article examines the relationship between museums and sustainability and offers recommendations for museum practice and policymaking in China and beyond.