Outdoor advertising in rural areas attractive for tourism

Studia Obszarów Wiejskich (2016)
Tom 43 - Multifunctional developmentin rural spaces: challenges for policy and planning
Strony: 85-98
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The phenomenon of outdoor advertising degrading the cultural landscape is especially alarming in areas that are under protection because of their landscape value. Those are the areas which experience a lot of pressure on account of the development of such functions as tourism, recreation and housing and their related services, which is closely associated with intensive outdoor advertising. The Lednica Cultural Park is an example of such area. This research sought to identify the scale of problems caused by the presence of advertisements in the study area. The results include the selection of places most heavily degraded by advertising, and the identification of tendencies in the way ads are located, their forms, areas, impact on the environment, and perception. The conclusions can help in defining the rules and conditions for managing public and private spaces in the rural areas for use in an advertising policy.

Adam Mickiewicz University in Poznań
Institute of Socio-Economic Geography and Spatial Management
B. Krygowskiego 10, 61–680 Poznań

Poznań University of Life Sciences
Departament of Horticulture and Landscape Architecture
H. Dąbrowskiego 159, 60–594 Poznań