Research on aesthetic perception factors of city outdoor advertising based on Kano model

Urbanization's swift advance has positioned outdoor advertising as a vital medium in defining city image, highlighting the urgent need for an aesthetic perception evaluation system for city outdoor advertising. This research aims to develop such a system, providing actionable insights to guide the enhancement of the aesthetic experience of city outdoor advertising. To this end, we identified the factors affecting the aesthetic perception of outdoor advertising in cities through literature, interviews, and questionnaires. We then explored the commonalities and differences in perception judgments between residents and tourists, as well as their priorities for improving the aesthetic perception of city outdoor advertising, using the Kano model and the two-dimensional quadrant analysis of the Satisfaction Increment Index (SII) - Dissatisfaction Decrement Index (DDI). The result reveals that residents and tourists hold distinct perceptions regarding "clear and understandable information" and "offer multilingual support" However, there is a consensus between the two groups on other factors influencing aesthetic perception. Additionally, the research highlights disparities in their priorities for improvement. For residents, "clear and understandable information," "engaging and entertaining," "cultural adaptability," "environmental adaptability," and "provide social service information" are of greater importance. In contrast, tourists place a higher value on "rapid responsiveness." These findings provide theoretical support and practical guidance for urban planners and outdoor advertising designers.