Urban tourism revitalization through smart city Tecoration using digital outdoor advertising: a case study of WAVE advertising in Seoul, South Korea

What is it about?

This study explores how advanced digital signage, known as Tecoration, can enhance city branding and boost urban tourism. Focusing on the "WAVE" digital display in Seoul, we found that these eye-catching ads significantly improve how people perceive the city and increase their desire to visit. The surprising and engaging nature of the digital content plays a key role in these positive effects. Our research suggests that cities can benefit from strategically using digital outdoor advertising to create a modern, appealing urban environment that attracts more tourists and supports local economies.

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