Speculation with the Term ‘Museum’ in the Names of Consumer Infrastructure Entities and on the Pages of the Periodical Press

The purpose of the article is to outline the current problems in modern museum studies regarding the negative impact on the public perception of museum activities of the manipulation of the term ‘museum’ in the names of consumer infrastructure and periodicals. Research methodology. General scientific research methods were used, in particular historical, method of analysis, typological, method of analogies, method of generalization. Scientific novelty. The state and degree of speculation research with the term ‘museum’ in the names of elements of consumer infrastructure are determined. It is revealed that such a phenomenon did not originate in the 21st century but has existed since pre-Soviet times. It is determined why the speculation process with the term ‘museum’ is so popular in Ukraine and abroad. Conclusions. The article reflects the position of the authors on the use of the term ‘museum’ in the names of consumer infrastructure institutions – cafes, restaurants; usually carried out in order to use the authority of museums to attract new customers and consumers. Today it is popular to decorate catering establishments and cafes using antiques without investing in a special concept or design. A proposal was made to amend the legislation on the names of legal entities.