This article tries to analyse the present condition of the museum and the art museum in Jeonbuk Province through studying on the role and function of the museum and the art museum based on changes of the identity of a museum and an art museum and to suggest the measure on PR marketing for cultural tourism based on exploring the PR marketing strategy of the museum and the art museum in Jeonbuk Province. As a result of survey of the museum and the art museum in Jeonbuk Province, bundling a zone unit integrated cultural tourism network based on a complex such as the Jeonju Hanok village cultural tourism network package was very effective, and also bundling a district unit genre cultural tourism network based on a cluster through the medium of historical and cultural heritage-borne and natural and ecological scenery-borne such as Jeoneup City was very effective in perspective from the museum and the art museum promotional marketing strategy. For the revitalization of cultural tourism of the museum and the art museum in Jeonbuk Province, firstly I suggest the museum and the art museum of each municipal and provincial government rich in cultural tourism resources systematically, constantly and actively to promote and execute the 7Ps museum marketing mix strategy established through packaged goods of district unit cultural tourism network. Secondly I suggest those of each municipal and provincial government relatively poor in cultural tourism resources systematically, constantly and actively to promote and execute the 7Ps museum marketing mix strategy established through packaged goods of theme-wise cultural tourism network.