Brand experience has been considered a tactical tool that satisfies consumers' needs and allows them to engage with the brands. Considering the global economic slowdown, China's traditional museums are less visited and the sales of relevant products (e.g. souvenirs) are declining. With a combination of literature review and primary research, the study has drawn a positive conclusion that brand experience (sensory, affective, behavior and intellectual) can effectively motivate people's intention to revisit and purchase in museums in China. Therefore, the study will give important implications to the insights of consumers' experience preferences and will guide an upgraded marketing strategy for the development of museums.