Abstract

Construction site hoarding is a traditional requirement to keep sites safe and protected. In Rwanda empty plots and sites with ongoing constructions are hoarded with panels that offer images for public awareness. This study addresses the untapped latent potential of advertising national identity and heritage aspects on site hoardings to promote tourism.  Existing studies in this domain are scanty. Focus of this study is on sites whose hoardings advertise aspects of landscape identity. The aim of the study is to explore and document the various aspects of national identity and heritage captured on the hoardings and to explore the role in promoting tourism. The study postulates that adopting the printed site hoardings actively contributes to valorization, preservation and transmission of heritage identities. The study focused on 15 sites: 7 sites within the CBD and environs with ongoing constructions and 8 undeveloped hoarded sites. Qualitative research approach was adopted through expert opinion, key informant interviews and field investigation. Findings reveal the common features are Kigali Convention Centre, national parks with wildlife heritage, Imigongo pattern and Lake Kivu. The findings are important in policy making within tourism industry and local governments on importance of site hoardings in advertising heritage.

Key Words:  Site hoardings, Advertising, Landscape identity, Heritage, Tourism, Rwanda