The majority of European countries are introducing fundamental changes in the management of cultural institutions, which is related to the development of creative economies and human capital on the one hand, and the crisis of the too expensive welfare state model on the other. Changes occurring in cultural institutions concern, among other things, management and marketing (Ilczuk, 2012). The mission of contemporary museums, especially national art museums, distinguished by their rank for their valuable collections, is not only to protect cultural heritage but, above all, to promote access to their collections. Cultural participation (practice and attendance) is believed to be a prominent part of the development of European societies; therefore, museums must be perceived as offering particular value by attracting increasing numbers of visitors. As B. Lord notes, "A museum is not about objects. A museum is about people". According to G. Matt, the contemporary surrounding of cultural institutions is changing and demanding. Therefore, creating an image of the museum as a place worth visiting is crucial in attracting new audiences.Institutions of national art museums, providing access to the most important national collections, face similar problems in Western, Central, and Eastern Europe. These are multi-departmental institutions, in most European countries funded by the state budget, which face unprecedented competition related to the availability of a whole range of diverse leisure activities (Nechita, 2014). Despite the specific characteristics of national art museums and national galleries, as well as the similarities between them in different countries, there are few studies in the academic literature devoted to comparative anal-