Building People’s Awareness on Using the Outdoor Advertising for Tourism Promotion Case Study: Tourism-Content Billboards in Yogyakarta, Indonesia

Abstract

Currently, the out-of-home (outdoor) advertising is still used as a media campaign that gives many advantages for advertisers because of its benefits. The use of out-of-home advertising can be maximized on its use for the potential promotion of tourism in Yogyakarta, which is famous as the city of culture. The purpose of this study was to evaluate the use of outdoor advertising for promoting products and tourist attractions of the city of Yogyakarta, as well as providing education for people in the design of visual communication. It is well-acknowledged as well for giving advertisers and local government the educative parameter on an appropriate concept for promotion. This is a qualitative research using case study method. The techniques used are observation and library research. The object of this study is the outdoor advertising in the city of Yogyakarta, with the content of products and tourist attractions. The result of this study is that the outdoor advertising mostly used for promotion in Yogyakarta is billboards. However, billboard content and design are not maximally integrated to be the media for tourism promotion.



Author Information
FA. Wisnu Wirawan, Tarakanita School of Communication and Secretarial Studies, Indonesia
Prima Dona Hapsari, Indonesia Institute of the Arts of Yogyakarta, Indonesia

Paper Information
Conference: ACE2016
Stream: Education for intercultural communication

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