Under the mobile Internet environment, the application of mobile visual search technology in the field of public cultural services responses to the national strategy of cultural "Internet +", bringing the opportunity of developing smart public cultural services. This paper analyzes the motivation of applying mobile visual search in smart public cultural services. It is concluded that public cultural service fields possess massive visual resources and they urgently need to be linked. Moreover, the demand for high-level semantic of visual resources is generated and people prefer mobile search nowadays. Therefore, this paper proposes a smart public cultural service model based on mobile visual search technology, by analyzing empirical cases. It discusses the important modules from four levels of visual resource acquisition, visual resource organization, mobile visual search and service application.