Imagery of Denmark among visitors to Danish fine arts exhibitions in Scotland

Central to destination marketing is the image which potential tourists hold of a destination and its competitors. This paper considers the imagery of Denmark held by visitors to fine arts exhibitions in Scotland, It is argued that images of Denmark held by these visitors may deter visitation for cultural tourism and that, when visiting for other reasons, tourists may not seek out cultural tourism experiences, as these do not form part of the opportunity set traditionally promoted by Denmark to its visitors, The paper argues that destination promotion should consider market segmentation on the basis of experiences to be derived and not to assume implicitly that existing images are those solely appropriate for tourism promotion. (C) 1997 Elsevier Science Ltd.