OUTDOOR ADVERTISING AND URBAN SPACE MANAGEMENT CHALLENGES IN THANH HOA PROVINCE

Abstract

This article analyzes the current state of outdoor advertising and the challenges of urban space management in
Thanh Hoa Province‑ a locality experiencing rapid urbanization and tourism growth. The study reveals that
outdoor advertising in Thanh Hoa has expanded significantly in recent years but remains largely uncoordinated,
resulting in issues such as unlicensed advertisements, encroachment on public spaces, and inconsistent design,
all of which negatively affect urban aesthetics and local identity. From the perspective of urban management
science, outdoor advertising is examined not merely as a form of communication or commercial activity but as a
structural component of urban landscapes that requires integrated, transparent, and technology‑driven
governance.