We witness various forms of crises, accidents, and catastrophes every day. It is possible to predict specific crises by observing the surroundings and observing the changes that have occurred, but each crisis, accident and catastrophe is nevertheless unique due to the specific circumstances in which they occur. It is therefore extremely difficult to adopt a uniform solution of dealing with such situations, as they encompass different aspects of life and different activities. The Museum, as a cultural heritage institution and as an identity institution, is an example of how the material and the intangible can be intertwined, a reflection of historical as well as current events and influences. By applying museum crisis management knowledge in the case of Vukovar Municipal Museum, a presentation was made on the museum’s role in the specific social circumstances during the war and the period after the war, from the year 1991 to 2015. The period from 1991 to 2014 was observed through the lens of museum crisis management, and the period from 2014 onward as a period of museum management during post-crisis, stable circumstances. A part of this research relates to the public image of the Vukovar Museum, both through the perception of the workers of the Museum, as well as the analysis of visitors’ posts on social media pages, as well as posts on a web portal. It is apparent from the display and analysis of activities in the dissertation, based on the Events Calendar from year 1991 to 2015, that the Vukovar Municipal Museum has, in addition to the restoration of museum premises, worked intensively on various museum activities. In this way, the Museum has contributed (and continues to contribute) to the revitalisation of the entire area’s cultural identity, as identity revitalisation is a process that lasts longer than the restoration of museum premises and buildings. Thus, the scientific contribution of this research of restoration and development of museum activity, on the example of Vukovar Municipal Museum, relates to the display of the museum’s role in specific social circumstances. It also relates to the creation of a museum crisis management model, and the management of the museum in post-crisis, stable circumstances in an interdisciplinary way; properly connecting two disciplines - management and ethnology, as cultural anthropology.