Impact of tourism on vernacular outdoor signs in Ubud, Bali, Indonesia

This study investigates the impact of tourism on Ubud vernacular outdoor signs in term of their language used and designs. Ubud as one of the tourist destinations in Bali experiences changes in development of outdoor signs. The language use and the design of outdoor signs is the reflection of the vernacular. The research was conducted from April to May 2018. The data was collected through documentation method along Jalan Raya Ubud as the research location. There were 757 data of outdoors signs found in the area. The finding showed that there are 11 types of outdoor signs in Ubud. There were 201 signs of mini market/shop/phone shop was found and the least outdoor signs was signs of legal office with only 3 signs. In terms of the language, 458 signs (60,50%) of the total signs use English, followed by 144 signs (19,02%) in Indonesian and only 9 signs (1,19%) in Balinese. This showed a decline in the use of vernacular language in outdoor signs in Ubud Bali as an effect of tourism. Besides, the visual design of vernacular architecture of the outdoor signs also showed strong asymmetry in which only 3 signs (0,4%) use vernacular language with vernacular architecture design and 699 signs (92,32%) used modern architecture with either Balinese, Indonesian or English.