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

摘要

The out-of-home (outdoor) advertising is still used as a media campaign that givesudmany advantages for advertisers because of its benefits. Because of this, the use ofudout-of-home advertising can be maximized on its potential use for the tourismudpromotion in Yogyakarta, which is famous as the city of arts and culture. The purposeudof this study was to evaluate the use of outdoor advertising for promoting productsudand tourist attractions of Yogyakarta city, as well as providing education for people inudthe messages of visual communication, from marketing communications perspective.udIt is well-acknowledged as well for giving advertisers and local government theudeducative parameter on appropriate concept of promotion. This is a qualitativeudresearch using a case study method. The technique used was observation and libraryudresearch. The object of this study is the billboard which products and tourist‟s placesudof interest in Yogyakarta becomes its content. The result of this study is thatudbillboard‟s content and design still need to be maximally integrated as media forudtourism promotion.