Museum visitation assisting systems present a low software reuse degree, given that the amount of published papers containing a proposal for a new system and/or modeling is considerably elevated, and with a referring degree among those works near to zero. Besides, many studies on this application domain use context awareness techniques and Internet of Things (IoT) devices, aggravating software reuse degree due to the variety of existing IoT devices. This work presents the Museum Touring and Tutoring Product Line (MTTPL), a service-oriented product line for the museum visitation assisting systems domain. Requirements for this product line were collected mainly from the results of a systematic mapping about E-learning systems and IoT devices. As a preliminary evaluation of the proposed product line, a proof of concept was held in which MTTPL was instantiated, giving rise to SmartICMC, a virtual museum to support the visit to the ICMC-USP Museum of Fauna and Flora. The proof of concept provided evidence that the proposed product line is valid and applicable to museum visitation support systems. As a major contribution, it is expected that MTTPL can be used to instantiate other systems in this domain, increasing the reuse of the assets provided by the product line.