The Gunarsa Art Museum is Bali's distinctive cultural heritage exhibiting the world's largest collection of classical Balinese paintings. However it fails as a tourist attraction, receiving very few visitors and little income. In this study, a multidisciplinary approach is used to analyze
reasons for its failure based on observations, interviews, and theories on tourist attractions and strategic management. Potential solutions to revive and sustain the museum are also discussed. This study's approach can be applied to other cultural heritage sites where income from tourism
is crucial in the business model to understand and rectify failure factors, and to revitalize them.
Tourism, Culture & Communication is international in its scope and will place no restrictions upon the range of cultural identities covered, other than the need to relate to tourism and hospitality. The Journal seeks to provide interdisciplinary perspectives in areas of interest that may branch away from traditionally recognized national and indigenous cultures, for example, cultural attitudes toward the management of tourists with disabilities, gender aspects of tourism, sport tourism, or age-specific tourism.