The family, as a leisure unit, is an important museum consumer group. The literature on family leisure in museums concentrates on the cognitive and the learning aspects in science museums and art galleries in western contexts. It provides limited explanation of the leisure outcomes acquired from visiting museums. This work addresses this lacuna by exploring the benefits perceived by Chinese parents who take their children to a cluster of museums along China's Grand Canal, a world heritage site in Hangzhou. A review of museum and heritage research, combined with 17 on-site, in-depth interviews, generated information on a range of benefits which was used to design a questionnaire that was completed by 450 respondents. Five perceived benefits were identified using factor analysis. In order of significance, they are family bonding, community attachment, cultural awareness, restoration and personal growth. These perceived benefits have implications for museums and other public facilities catering to the family leisure market, as well as for governments, community organisations, the heritage sector and other stakeholders that are charged with managing cultural heritage. [ABSTRACT FROM AUTHOR]