The aim of this article is to present the role and significance of cultural values in the development of rural tourism and their knowledge and popularity among Poles on the example of selected museums of folk culture in Mazovia and Podlasie. The survey was conducted among 459 people. The selection of respondents was quota-random. The research sample reflects the structure of Polish residents in terms of gender and major age groups. It allows us to conclude that many museums presenting folk culture enjoy great interest (eg. the National Ethnographic Museum in Warsaw, the Radom Village Museum or the Agriculture Museum in Ciechanowiec). Unfortunately, there are also some that are relatively rarely visited (eg. the Ethnographic Centre in Lelisa or the Museum of Small Homeland in Studziwody).