| Historic Museums originally are built for properly keeping their historic relics, and presenting and promoting them to the general public with the best cultural and historical values of these relics. However, as its economic development going, a city or a nation indeed needs a so call"soul"to upgrade its cultural and ethical fundamentals to cope with the changes raising from the growing economic conditions. Researchers from allover the research areas have already given different concepts to explain or describe this phenomenon from the contemporary urban societies. There are words of city of national differentiation from the field of Marketing; a phase of cultural competence from Regional Economics; referred to core attractions or cultural attractively from Tourism research field, and so on. The names may be different, but all of them seem to agree with the fact that this soul is not just made by people of a city of an area by chance. It last so long that it experiences the different periods of time, by adding cultural belfries and having cultural changes thought time. It has been based on the past of a city or a nation, and Historic Museums today are designed to keep and promote this essential of changes from the so call"soul"of the cities to people today.China is a country with a five-thousand-year history. Its long history has made this nation a greatest culture and civilization in the world. This also provides cities with all kinds of historic sites and relics inside. Therefore, there come a great number of urban Archaeological Site Museums or Historic Site Museum (HSM). HSMs are always great tourist spots in China. It provide experiences to see through the history to examine the details of past of a city or a nation. It shows how people there in the past lived and what were they believed. They also present places of memories, places of gathering, and places of relaxing to people outside or inside of a city.From the view of city planners, related government agents, or staffs of museum management, however, HSMs have totally different values. For them, HSMs are perfect tools to keep and to expose fevered traditional soci-cultural and ethical values, and by digging into the insights of these values, an effective access for retaining and promoting a city brand or a positive city image are provided.For the past thirty years, china had already made its achievement on increasing its number of museums. However, the sad side about this achievement is that the facts from operation of these museums in China. There are problems such as, very low per capita holding rate of museums, less and less arrival rates to museums, financial problems raising from more and more museums, underdevelopment for many museum facilities and necessary protection equipments, and poor marketing job, etc. By a simple analysis, it comes clearly that poor management visions, inefficient business models, and managerial tasks, are the root of all these symptoms.It is now the time calling for the change to all of these problems, while the coming new regulation of Free Museum Act of 2008 requires all HSMs still to be paid for visit. It means, still, HSMs have to upgrade its business to attract the general public which may not be willing to pay a great deal of money for just a ticket to enter. Therefore, questions of how to adjust and create the new and innovative visions, how to modify their business models, and how to change the way and processes of manage, are raised and have address in first priority.Therefore, this study first take an insight view into the history of museum development both inside and outside of China, and then is followed by examining the changes in concepts of museum and its classifications from time to time to define a new kind of museum, the Urban Historic Site Museum (UHSM) to best fit the study concept of China. Based on this work, this study collects trends of models from successful UHSM internationally, and concludes that by expanding social functions and adding the elements of their cities'traits are best methods to increase visitor satisfaction level and promote desirable post-visit intention of an UHSM. A positive post-visit intention, then, could have positive effect on further attractively of an UHSM, a region or a city.This study then, performs a deep analysis on the problems of UHSMs in China. By doing so, this study collects main managerial issues corresponding to the problems. Followed by a key words research in the Literature Review part of this study, a relationship model of crucial elements is formed. UHSMs'perceived quality, UHSM's image, visitor satisfaction and post-visit intension behaviors are included in the model. Statistical methods, such as Reliability Analysis, Factor Analysis, Standard Deviation Analysis, T-test (One-Way ANOVA), Scheffe's Method, and Structural Equation Modeling are employed to perform on the data and to evaluating the general pattern of the Hypothesis questions of the model.The study samples are chosen from two UHSMs of Chengdu city, a famous cultural and historic city in China. The two UHSMs are Wuhouci Historic Site Museum and Jinsha Archaeological Site Museum. These are two typical UHSMs in the Chengdu region. Because of their different locations, different development stages, different sizes, and different cultural and historic themes, these two UHSMs are perfect study observing samples to clarify UHSMs'issues on how different business models and visions have their effects on the performance of tourist satisfaction and post-visit behavior intentions.The critical questions are addressed one by one: (1) what are the target visitors and how they behaves; (2) what are the dimensions for supporting a better UHSMs'perceived visiting quality, and how each element is different in its importance; (3) what are the critical elements of an UHSM's image, and how each element differs in its importance, (4) what are the critical elements for an UHSM's post-visit behavioral intention and how each element differs in terms of its importance; (5) what are the critical elements for UHSMs'visitor satisfaction levels, and how each element differes in terms of its importance; (6) what are the relationships between UHSMs'perceived quality and images; (7) what are the relationships between UHSMs'perceived quality, post-visit behavioral intentions, and visitor satisfaction levels; (8) what are the relationships between UHSMs'images, post-visit behavioral intentions, and visitor satisfaction levels; (9) what are the relationships between UHSMs'post-visit behavioral intentions, and visitor satisfaction levels.By doing so, this study is planned to help business practitioners in China, especially those who are from the city planning and museum managing positions, to gain a deeper and practical insight into UHSMs'development practice, and thus to help them to make effective market adaptation and business decisions in the changing environment of UHSMs in China.
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