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The urban museum has become a multi-functional institution that transcends the functional display of artifacts. The museum has become, in cities, a hybrid institution that keeps its doors open late to support a wide variety of special events. This study explored London's "Museum Lates" programs and event characteristics, theoretical views of museums as cultural and creative tourism attractions. Furthermore, the study applied the contextual model of learning to understand visitor attendancedoi:10.3390/su12229382 fatcat:ml3eg4k2yrhjze7bnyfeetwbq4