Cultural Tourism in Botswana: the network of heritage sites and monuments managed and supported by National Museum, Monuments and Art gallery

Tourism in Botswana is one of the most important sectors for the economy of the country and currently depends largely on wildlife and wilderness experiences. The tourism offer of activities related to the history and cultural heritage is less developed. Sustainable cultural tourism in Botswana was studied by analyzing a museum network. The National Museum is the fulcrum of the sites and monuments that represent the artistic, historical, archeological and ethno‐anthropological heritage of the country. A socio-economic analysis of survey questionnaires and interview data from Museum stakeholders was conducted in order to give a clearer understanding of the cultural tourism offering and demand, the key players and the market share relating to activities focusing on cultural heritage. This analysis illustrates new marketing processes and conditions for development of synergies between the Museum, tourism industry and the stakeholders responsible for the conservation and management of cultural heritage. The possibility of implementing a network organizational model was considered towards optimizing the effectiveness and efficiency of inter-organizational relationships between different business actors that participate in the management of Museum and heritage sites. Museum networks represent a potentially effective organizational form for enhancing cultural resources and are capable of creating value for consumers and local stakeholders. Through the preservation of this heritage and the development of tourism activities as an accessible resource, beneficial alliances can be formed that will be economically viable and socially acceptable to local communities and the stakeholders.