andersen 1997 tourism-management

8/6/2019 Andersen 1997 Tourism-Management

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P l l : S 0 2 6 1 - 5 ! 7 7 1 9 7 ) 0 0 0 5 4 - X

Tourism Management, Vol. 18, No. 7, pp. 453-464, 1997 1997 Elsev ie r Sc ience Ltd

Al l r igh ts reserved . Pr in ted in Gre a t B r i ta in11261-5177/97 $17.(~0 + 0.{10

I m a g e r y o f D e n m a r k a m o n g v is i t o r sto D a n i s h f in e a r t s e x h i b i t io n s inS c o t l a n d

V A n d e r s e n , R P r e n t i c e a n d S G u e r i nDepartment o f Hospitality and Tourism Management, Q ueen M argaret College, Edinburgh, UK

C e n t r a l t o d e s t i n a t i o n m a r k e t i n g i s t h e i m a g e w h i c h p o t e n t i a l t o u r is t s h o l d o f a d e s t i n a t i o na n d i ts c o m p e t i t o r s . T h i s p a p e r c o n s i d e r s t h e i m a g e r y o f D e n m a r k h e l d b y v i s it o r s t o fi n ea r t s e x h i b i ti o n s i n S c o t l a n d . I t i s a rg u e d t h a t i m a g e s o f D e n m a r k h e l d b y t h e s e v i si t o rs m a yd e t e r v i s i ta t i o n f o r c u lt u r a l t o u r i s m a n d t h a t, w h e n v i s i t in g f o r o t h e r r e a s o n s , t o u r i s t s m a yn o t s e e k o u t c u l tu r a l t o u r i s m e x p e r i e n c e s, a s t h e s e d o n o t f o r m p a r t o f t h e o p p o r t u n i t y s e tt r a d i t io n a l l y p r o m o t e d b y D e n m a r k t o i ts v is i to r s . T h e p a p e r a r g u e s t h a t d e s t i n a t i o n p r o m o -t i o n s h o u l d c o n s i d e r m a r k e t s e g m e n t a t i o n o n t h e b a s is o f e x p e ri e n c e s t o b e d e r iv e d a n d n o tt o a s s u m e i m p l i c it ly t h a t e x i s t in g i m a g e s a r e t h o s e s o l el y a p p r o p r i a t e f o r t o u r i s m p r o m o t i o n . 1 9 9 7 E l s e v i e r S c i e n c e L t d

K e y w o r d s : i m a g e , f i ne a r ts , c u l t u r a l t o u r i s m , d e s t i n a t i o n s e l e c t i o n , D e n m a r k

I n t r o d u c t i o n

R e s p o n d e n t : W h a t i s y o u r r e s e a r c h a b o u t ? I n t e r -v i e w e r: D e n m a r k ' s i m a g e i n B r i ta i n .

R e s p o n d e n t : W h a t m a k e s y o u t h i n k i t h a s a ni m a g e ? ( D j u r s a a , p . 11 ) '

O v e r t h e l a s t t w o d e c a d e s c u l t u r a l t o u r i s m h a sm o v e d f r o m a s p e c i a l i n t e r e s t , n i c h e m a r k e t i n t o t h em a i n s t r e a m o f to u r is m s u p p ly a n d d e m a n d .C o u n t r i e s s u c h a s t h e U K , I t a l y, F r a n c e a n d t h eN e t h e r l a n d s h a v e t r a d i t i o n a l l y f o c u s e d o n t h e i rh e r i t a g e a n d c u l t u r e a s c o r e a t t r a c t i o n s t o i n t e r -n a t i o n a l v i s i t o r s a n d a r e g e n e r a l l y p e r c e i v e d a sf o r e m o s t c u l tu r a l t o u r is m d e s t i n a t i o n s . O t h e rc o u n t r i e s m a y p o s s e s s e q u a l l y i n t e r e s t i n g r e s o u r c e s ,b u t l o n g - e s t a b l i s h e d i m a g e s m a y b e i n c o m p a t i b l ew i t h c u l t u r a l t o u r i s m , a n d t h u s p r e v e n t t h ew i d e s p r e a d c o n s i d e r a t i o n o f t h e s e d e s t i n a t io n s b yp o t e n t i a l t o u r i s ts . T h i s s t u d y o f v i s it o r s t o e x h i b i -t i o n s o f D a n i s h a r t i n E d i n b u rg h i n 1 9 9 4 a n d 1 99 5 isi n d i c a t i v e o f t h e c h a l l e n g e t h i s d i s s o n a n c e p r e s e n t st o t h o s e s e e k i n g t o m a r k e t t o u r i s m , a s i t d e m o n -s t r a t e s t h a t , e v e n a f t e r e x p e r i e n c i n g D a n i s h c u l t u r e ,

v i s i t o r s p o s s e s s s t r o n g e r i m a g e s o f D e n m a r k a s ad e s t i n a t i o n f o r r u r a l h o l i d a y s t h a n f o r c u l t u r a lac t iv i t i e s .

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C i t y a n d c u l t u r a l t o u r i s m h a v e r e c e i v e d m u c h a t t e n -t i o n i n r e c e n t y e a r s a s o p p o r t u n i t i e s f o r d e v e l o p -m e n t h a v e b e e n r e c o g n i z e d a n d e x p l o i te d . 2C o m m e n t h a s v a r i e d . C u l t u r a l t o u r i s m i s o n t h e o n eh a n d r e g a r d e d a s a s u s t a i n a b l e a v e n u e f o r t o u r i s mg r o w t h , w i t h t h e c u l t u r a l i n d u s t r i e s s u b s t i t u t i n g f o rt r a d i t i o n a l m a n u f a c t u r i n g i n d u s t r i e s i n c i t i e s f l~ ' andw i t h t h e p o t e n t i a l t o s a ti s fy a d e m a n d i n c r e a s i n g b ys o m e 1 5 % p e r y e a r / P o l i c y - m a k e rs h a v e r e s p o n d e d

w i t h f i n a n c i a l s u p p o r t t o d e v e l o p t h e r e s o u r c e s ,p e r h a p s n o w o u t s tr i p p in g d e m a n d / O n t h e o t h e rh a n d , t h e r e h a v e b e e n g r o w i n g c o n c e r n s r e g a r d i n gt h e p o t e n t i a l d a m a g e t o r e s o u r c e s c a u s e d b y o v e r -d e v e l o p m e n t , f e i g n i n g a n d t h e c o m m o d i f i c a t i o n o fc u l t u r e , " '~ a n d t h e a v o i d a n c e o f t h e s e p r o b l e m s h a si m p e l l e d p o l i c y i n i t i a t i v e s i n t h e m o s t t h r e a t e n e dc i t i e s such as F lo r en ce and Ve nice . '2 ,'~

O n a E u r o p e a n l ev e l, c u l t u ra l t o u r i s m h a s b e e ni d e n t i f i e d a s o n e o f t h e p r i n c i p a l u n i f y i n g m e a n s i nt h e p u r s u i t o f a E u r o p e a n i d e n t it y a n d a s a k e y a r e ao f t o u r i s m d e v e l o p m e n t . '4 T h e E u r o p e a n C u l t u r a lC a p i t a l e v e n t , w h o s e o r i g i n a l o b j e c t i v e s w e r e p u r e l y

c u l t u r a l ( l a rg el y, t h e d e m o c r a t i z a t i o n o f c u l t u r e ) ,h a s a l s o b e e n e x p l o i t e d t o i n c r e a s e t o u r i s m ,e s p e c i a l l y b y G l a s g o w, w h o s e b i d f o r t h e t i tl e i n

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I m a g e r y o f D e n m a r k a m o n g v is it or s: V A n d e r s e n e t a l

1 9 9 0 w a s a l s o m o t i v a t e d b y a d e s i r e t o i m p r o v e t h ei m a g e o f t h e c i t y, i n o r d e r t o a t t r a c t m o r e t o u r i s t sa n d i n w a r d i n v e s t m e n t . T h e i m m e d i a t e r e s u l ts w e r ep o s i t i v e , w i t h a n 8 1 % i n c r e a s e i n t o u r i s t v is i ts d u r i n gt h e y e a r, a n d a 1 5 % r i s e i n f a v o u r a b l e o p i n i o n sa b o u t t h e c i t y.4

C u l t u r a l t o u r is m i n th e D a n i s h c o n t ex tC o p e n h a g e n w a s t h e C u l t u r a l C a p i t a l i n 1 9 9 6 , b u tw h i ls t h a lf o f t h e 1 9 9 6 C o p e n h a g e n b r o c h u r e w a sd e v o t e d t o t h e p r o g r a m m e , a n d t h e C i t y o f C u l t u r el o g o w a s a p p l i e d t o p a c k a g e t o u r p r o d u c t s a n d f li g htp r o m o t i o n s , c u l t u r a l t o u r i s m w a s n o t s p e c i f i c a l l yi d e n t i f i e d a s o n e o f t h e t e n o b j e c t i v e s . In s t e a d , i tw a s t o b e d e v e l o p e d a s p a r t o f o t h e r p r o j c c t s ,a l l o w i n g v i s i to r s t h e s a m e a c c e s s t o t h e c u l t u r a lr e s o u r c e s o f D e n m a r k a s r e s i d en t s . '~

C u l t u r a l t o u r i s m h a s , h o w e v e r, m o r e g e n e r a l l y

b e e n i d e n t i f i e d as a m e a n s t o d i v e r s i fy t h e t o u r i s mp r o d u c t i n D e n m a r k , t o s p r e a d d e m a n d g e o g r a p h -i c al ly a n d t o e x t e n d t h e s e a s o n . I n 1 9 9 3 T h eM i n i s t r y o f C u l t u r e a n d t h e n e w l y e s t a b l i s h e dM i n i s t ry o f To u r i s m s e t u p a j o i n t f u n d w i t h ab u d g e t o f D k r 4 0 m i l li o n t o f u n d p r o d u c t d e v e l o p -m e n t . T h e m o s t t a n g i b l e o u t c o m e s h a v e b e e n t h e' G o l d e n D a y s ' F e s t iv a l s ( b u d g e t D k r 4 m i l l i o n ) , h e l di n C o p e n h a g e n i n S e p t e m b e r 1 9 9 5 a n d A p r i l 1 9 9 6 .T h e s e m u l t i- a r ts f e s ti v al s c e l e b r a t e d t h e G o l d e n A g ei n D a n i s h c u l t u r a l li fe , f r o m 1 8 1 5 - 1 8 5 0 . A n o t h e rs u c c e s s f u l p r o j e c t w a s t h e c o l l a b o r a t i v e m a r k e t i n gp r o j e c t i n i t i a t e d b y 2 0 J u t l a n d a r t m u s e u m s w h i c hr e s u l t e d i n a b r o c h u r e f e a t u r i n g t h e m e d i t i n e r a r i e s( b u d g e t D k r 5 m i l l i o n ) f o r th e S w e d i s h , D u t c h a n dG e r m a n m a r k e t s .

G e r m a n y, w h i ch is D e n m a r k ' s m a i n f o r e i g nm a r k e t , p r o d u c e d a 1 3 7 % i n c r e a s e i n g r o w t h i n t h e5 y e a r p e r i o d t o 1 9 9 2 , w h e n i t p e a k e d w i t h2 .3 m i l l i o n G e r m a n s s p e n d i n g 2 4 m i l l i o n b e d n i g h t sa n d c o m p r i s i n g o v e r 7 0 % o f t o t a l f o r e i g n b e d n i g h t si n D e n m a r k . '~ M u c h o f t h is g r o w t h s t e m m e d f r o ma n i n c r e a s e i n t h e r e n t a l o f p r i v a t e h o l i d a y c o t t a g e s( 7 5 % o f G e r m a n b e d n i g h t s ), l a r g el y c o n c e n t r a t e da l o n g t h e c o a s ts o f t h e p e n i n s u l a o f J u t l a n d a n d i nt h e s u m m e r m o n t h s . ' " F o l l o w i n g t h e s u c c e s s f u ll a u n c h o f t h e J u t l a n d a r t b r o c h u r e , G e r m a n y a n dH o l l a n d w e r e s e l e c t e d a s t h e t a rg e t s f o r a p i l o tc u l t u r a l t o u r i s m m a r k e t i n g c a m p a i g n ( K u l t u r r e j s e r iD a n m a r k , b u d g e t D k r 5 .5 m i l l i o n ) . W h i l s t th e l a t e s ts u r v e y s j7 d e m o n s t r a t e a n i n c r e a s e i n a r t m u s e u mv is it s b y G e r m a n t o u ri s ts , a n e c d o t a l e v i d e n c es u g g es t s th a t t h e y w e r e u n d e r t a k e n b y g e n e r a lh o l i d ay m a k e r s w h o h a d b e e n m a d e a w a r e o f th ec u l t u r a l r e s o u r c e s a v a i l a b l e , r a t h e r t h a n b y s p e c if i ccu l tu ra l tour i s t s .

T h e U K h a s n o t b e e n s e l e c t e d a s a t a r g e t f o rD a n i s h c u l t u r a l t o u r i s m p r o m o t i o n . Wi t hca 4 0 0 0 0 0b e d n i g h t s p e r y e a r, B r i t a i n r e m a i n s a s m a l l , i fi m p o r t a n t m a r k e t f o r D e n m a r k , w i th > 8 0 % o fb e d n i g h t s s p e n t i n h o t e l s .TM T h e s t a t e d a i m o f t h e

1 9 9 5 B r i t i s h c a m p a i g n w a s t o c r e a t e a n a w a r e n e s s o fD e n m a r k , w h i c h re m a i n s l o w d e s p i t e 5 0 y e a r s o ft o u r i s m p r o m o t i o n . T h e c a m p a i g n s o u g h t a l s o t oi m p r o v e t h e v i s i b il it y a n d a c c e s s i b il i ty o f t h e p r o d u c tt o t h e c o n s u m e r s , t h e t r a v e l i n d u s t r y a n d t h e p r e s s .T h e 1 99 5 D e n m a r k c a t a l o g u e f o r t h e B r i ti sh m a r k e tw a s d e s i g n e d a s a n i m a g e c a t a l o g u e , t a rg e t i n g h i g hi n c o m e c o u p l e s a n d s i n g l e s , e x p e r i e n c e d t r a v e l l e r s ,a g e d 3 8 - - 5 4 ( s o - c a l l e d D I N K S a n d e m p t y n e s t e r s )fo r c i ty b reaks , a s we l l a s f ami l i e s and spec ia li n t e r e s t g r o u p s ( c y c l i n g , f i s h i n g , g o l f ) . E v e n t h o u g ht h e p l a n d i d m e n t i o n t h a t t h e a n t i c i p a t e d m e d i ac o v e r a g e f o r C o p e n h a g e n ' 9 6 w a s l i k el y t o r a is e t h ep r o f i l e o f D e n m a r k , i t n e i t h e r i s o l a t e d c u l t u r a lt o u r i s m a s a s p e c i a l i n t e r e s t m a r k e t , n o r f o c u s e dspec i f i ca l ly on cu l tu ra l a t t r a c t ion s in the 1996c a t a l o g u e . ' "

D e s t i n a t i o n i m a g eI n m a r k e t i n g l i t e r a t u r e , p r o d u c t i m a g e h a s b e e ns e e n a s i n c o r p o r a t i n g t h e i n f lu e n c e o f p as t p r o m o -t i on , r e p u t a t i o n a n d p e e r e v a l u a t i o n o f c o m p e t i n ga l t e r n a t i v e s . H e r e i m a g e c o n n o t e s t h e e x p e c t a t i o n so f t h e p o t e n t i a l u s e r. 2'' I n t o u r i s m l i t e r a t u r e , i m a g eh a s a l so b e e n s e e n a s s e t o f e x p e c t a t i o n s a b o u t ap l a c e o r a c t i v i t y t h a t e x i s t s , e i t h e r v o l u n t a r i l y o rt h r o u g h s u g g e s t i o n s , b e f o r e a c t u a l e x p e r i e n c e , z'Cr om pt on 2-~ ca l l ed imag e the sum of b e l i e f s , ideasa n d i m p r e s s i o n s t h a t a p e r s o n h a s o f a d e s t i n a t i o n .G a r t n e r 2~ d e s c r i b e d t o u r i s m i m a g e a s a f u n c t i o n o fb r a n d a n d t h e t o u r i s t s ' a n d s e l l e r s ' p e r c e p t i o n s o ft h e a t t r i b u t e s o f a c t i v i t i e s o r a t t r a c t i o n s a v a i l a b l ew i t h i n t h e d e s t i n a t i o n a r e a .

G u n n 24 s e p a r a t e d i m a g e i n t oorgan ic image , w h i c he v o l v e s t h r o u g h a s s i m i l a ti o n o f m a t e r i a l f r o mn e w s p a p e r s , p e r i o d i c a l s , b o o k s , h i s t o r y a n dg e o g r a p h y l e s s o n s e t c . , a n di n d u c e d i m a g e , w h i c hd e r iv e s f r o m a c o n s c i o u s e f f o r t t o d e v e l o p , p r o m o t ea n d a d v e r t i s e . T h e s e c o n c e p t s w e r e e x p a n d e d b yG a r t n e r 2~ i n t o a h i e r a r c h y o f s o u r c e s o f i n f o r m a t i o na n d d e g r e e o f d e s t i n a t i o n c o n t r o l , l i n k e d w i t hp e n e t r a t i o n l e v e l s a n d c r e d i b i l i t y. H e i d e n t i f i e d t h ec a t e g o r i e s o fover t a n d cover t induced in fo rmat ionaswel l a s a u t o n o m o u s a n d organic s o u r c e s . T h e o v e r ts o u r c e s i n c l u d e t r a d i t i o n a l a d v e r t i s i n g w h i c h e n j o y sl o w c r e d i b i l i ty b u t a h i g h m a r k e t p e n e t r a t i o n a n dt o t a l c o n t r o l o f t h e m e s s a g e c o n t e n t s . T h e n f o ll o w si n f o r m a t i o n r e q u e s t e d f r o m t r a v e l c o m p a n i e s , w h i c hg e n e r a l l y e n j o y s a h i g h e r c r e d i b i l i t y b u t w h e r ec o n t r o l h a s b e e n d e l e g a t e d t o t h e t r a v e l t r a d e . T h ec o v e r t i n d u c e d s o u r c e s i n c l u d e e n d o r s e m e n t s b yf a m o u s p e r s o n a l i t i e s , a n d f i n al l y t r a v e l w r i te r s , w h oe n j o y t h e h i g h e s t c r e d i b i l i t y b u t w h o s e o p i n i o n sc a n n o t b e c o n t r o l l e d . A u t o n o m o u s s o u r c e s a r ei n d e p e n d e n t l y p r o d u c e d r e p o r t s a n d p o p u l a rc u l t u r e , t y p i c a l ly n e w s i t e m s a n d m o v i e s , w h i c ha t t r ac t w i d e s p r e a d a t t e n t i o n , a n d o v e r w h i c h t h ed e s t i n a t i o n h a s l i t tl e , if n o c o n t r o l . M a s s i v e c o v e r a g eo f e v e n t s o r p o p u l a r f i l m s m a y b e p o w e r f u l e n o u g h

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t o o v e r t u r n l o n g h e l d i m a g e s . F i n a l l y, o rg a n i c i n f o r -m a t i o n , w h i c h m a y b e f o r m e d b y a c t u a l v i s i t a t i o n o rp r o v i d e d b y w o r d o f m o u t h f r o m v i s i t o r s , w h e t h e rs o l i c i t e d o r n o t , e n j o y s t h e h i g h e s t c r e d i b i l i t y, a s i ts t e m s f r o m p e o p l e w h o s h a r e c o m m o n s o c i a l c l a s sor f ami ly l i f e cyc le charac te r i s t i c s .

Ea r ly s tud ies in des t ina t ion ima ge 2" 2,, de m on -s t r a t e d t h a t i t w a s n o t i m p o r t a n t w h e t h e r i n fa c t a ni m a g e w a s ' a t ru e r e p r e s e n t a t i o n o f w h a t a n y gi v e nr e g i o n h a s t o o f f e r t h e t o u r i s t , w h a t i s i m p o r t a n t i st h e i m a g e e x i st s i n t h e m i n d o f t h e v a c a t i o n e r ' ? "T h e y a l s o d e m o n s t r a t e d t h a t p e r c e p t i o n s h e l d b yp o t e n t i a l v i s i t o r s a b o u t a n a r e a m a y h a v e s i g n i f i c a n ti n f l u e n c e s u p o n t h e v i a b i li t y o f t h a t a r e a a s a to u r i s tr e c r e a t i o n r e g i o n , ~-7 b e i n g a b l e t o d e t r a c t f r o m o rc o n t r i b u t e t o a s u c c e s s f u l d e v e l o p m e n t . M o r er e c e n tl y, G o o d a W ' d e v e l o p e d a d e s t i n a t io n s e l e c t i o np r o c e s s . O n l y d e s t i n a t i o n s w h i c h t h e d e c i s i o n -m a k i n g p e r s o n o r a g e n c y i s a w a r e o f w i ll b ei n c l u d e d i n t h e p e r c e i v e d o p p o r t u n i t y s e t , a n d d e s t i -n a t i o n s w i l l g r a d u a l l y b e e l i m i n a t e d a c c o r d i n g t ot h e i r r e l a t i v e s t r e n g t h f o r t h e t y p e s o f a c t i v i t i e sd e e m e d i m p o r t a n t t o t h e d e c is i o n m a k e r.

S t u d i e s o f d e s t i n a t i o n i m a g e h a v e a l s o e x a m i n e dp o p u l a t i o n s i n c o n n e c t i o n w i t h a v i s i t , e i t h e r b e f o r ea n d / o r a f t e r , t o m e a s u r e t h e i m a g e m o d i f i c a t i o np r o c e s s . ='.32 T h e s e a r e s t u d i e s o f c o n s u m e r s w h oh a v e p u r c h a s e d t h e p r o d u c t , a n d w h o w i l l h a v ef o r m e d c e r t a i n ex p e c t a t i o n s , w h e t h e r t h r o u g h a u t o n -o m o u s o r i n d u c e d a g e n ts , i n a n t ic i p a t i o n o f th ee x p e r i e n c e . H o w e v e r, S e l b y a n d M o rg a n 33 i d e n t i f i e d

t h e l i m i t a t i o n o f s a m p l e s t o p u r c h a s e r s a s aw e a k n e s s . T h e y p o s s e ss a n i m a g e o f t h e d e s t i n a t i o ns u f f i c ie n t l y s t r o n g a n d c o n g e n i a l t o h a v e s u r v i v e dt h e e l i m i n a t i o n p r o c e s s d e s c r i b e d b y G o o d a l l . S e l b ya n d M o rg a n n o t o n l y s u r v e y e d v is i t o rs , b u t a l s ov i s i t o r s t o c o m p e t i n g d e s t i n a t i o n s . I n o t h e r w o r d s ,t h e y a l s o i n c l u d e d t h e p o t e n t i a l m a r k e t , w h o h e l dn e g a t i v e i m a g e s a n d e x p e c t a t i o n s w h i c h a c t a s d e t e r -r e n ts . O t h e r a u t h o r s h a v e r e c e n t l y s t u d i e d r e s i d e n t s 'o w n i m a g e s o f t h e a r e a a s a h o l i d a y d e s t i n a t i o n ? 4.~

I m a g e a m o n g s t e x h i b i t io n - g o e r sA s u r v e y o f e x h i b i t i o n - g o e r s t a k e s S e l b y a n dM o rg a n ' s -'~ p e r s p e c t i v e a s t e p f u r t h e r. E x h i b i t i o n s o fo n e c o u n t r y ' s c u l t u r a l a r t e f a c t s i n a n o t h e r a r e ac o m m o n f o r m o f c u l tu r a l e x ch a n g e. T h e p o p u l a t i o na t t e n d i n g e x h i b i ti o n s i s n e i t h e r c o n s c i o u s l y p r e - n o rp o s t - v is i t to t h e d e s t i n a t i o n , a l t h o u g h i t m a y b ea s s u m e d t h a t t h e c o u n t r y b e i n g e x h i b i te d m a y h a v ea f f e c t e d s o m e v i s i t o rs ' c h o i c e t o a t t e n d t h e e x h i b i -t i o n . A s u r v e y o f s u c h e x h i b i t i o n - g o e r s e n a b l e s ,f u r t h e r , a c o m p a r i s o n t o b e m a d e o f t h e r e l a ti v ep e r t i n e n c e o f n a t i o n a l i m a g e a n d t h e p a r t i c u l a ra r t e f a c t s b e i n g e x h i b i t e d i n v i s i t o r s ' p e r c e p t i o n s o f ac o u n t r y.

Tw o D a n i s h c u l t u r a l e x h i b i t i o n s f o r m e d t h ee m p i r i c a l f o c u s o f t h e p r e s e n t s t u d y. T h e s e e x h i b i -t i o n s w e r e t h e Flora Danica p o r c e l a i n e x h i b i t i o n i n

I m a g e ~ 01" D e n m a r k a m o n g v & it or s: V A n d e r s e n e t a l

1 9 9 4 a n d t h e Two Centuries of Art and Craft inDenmark i n 1 9 9 5 , b o t h h e l d i n E d i n b u rg h d u r i n g t h eF e s t i v a l p e r i o d . W h i l s t t h e s u b j e c t s o f t h e e x h i b i t i o nh a v e n a t i o n a l a s s o c i a t i o n s ( s t r o n g e r i n t h e a r te x h i b i t i o n t h a n t h e F l o r a D a n i c a e x h i b i t i o n ) i t i sa r g u e d t h a t t h e p o p u l a t i o n s s u r v e y e d a r e n o tu n r e p r e s e n t a t i v e o f t h e p o t e n t i a l c u l t u r a l t o u r i s mm a r k e t f o r E u r o p e a n d e s t i n a t i o n s , z" I t i s g e n e r a l l ya c c e p t e d t h a t , b e c a u s e o f t h e i r s o c i a l c l a s s p r o f i l e ,c u l t u r a l e x h i b i t i o n - g o e r s a r e f r e q u e n t t r a v e l l e r s .E q u a l l y, a l m o s t h a l f o f t h e s a m p l e i n t h e D a n i s h A r te x h i b i t i o n w e r e a c t u a l l y c u l t u r a l t o u r i s t s t o t h e c i t yo f E d i n b u r g h . T h e f o c u s o f t h e s u r v e y w a s n o tth et o u r i s t s ' c u r r e n t t r i p , b u t t h e c o u n t r y o f o r ig i n o f t h ee x h i b i t i o n , D e n m a r k . I n o t h e r w o r d s , t h e s a m p l em a y o r m a y n o t h a v e v i s i t e d o r i n t e n d e d t o v i s i tD e n m a r k , o r h a v e a n y i n t e r e s t a t a l l i n D e n m a r k .S e l b y a n d M o r g a n ' s p e r s p e c t i v e i s t h e r e b y e x t e n d e d .

D e n m a r k ' s i m a g e i n G r e a t B r i t a i n h a s b e e nth es u b j e c t o f a n u m b e r o f s tu d i e s, t h e m o s t e x t e n si v e o fw h i c h w a s u n d e r t a k e n b y D j u r s a a ' a n d m o r er e c e n t l y b y N i s s ? 7 I t i s i n t e r e s t i n g t o e x a m i n eth ee x t e n t t o w h i c h a c u l t u r al l y o r i e n t e d a u d i e n c e m i g h th o l d s t r o n g e r c u l tu r a l im a g e s o f D e n m a r k t h a n t h es a m p l e s o f t h e g e n e r a l p o p u l a t i o n , s c h o o l p u p il s ,b u s i n e s s s c h o o l s t u d e n t s a n d b u s i n e s s m e n s u r v e y e db y D j u r s a a a n d N i ss . F u r t h e r, i n v i e w o f t h e p r o m o -t i o n o f D e n m a r k , i t i s a l s o o f i n t e r e s t t o s e e w h e t h e rt h e i m a g e s h e l d c o n f o r m t o t h e i m a g e p r o j e c t e d b yt h e o v e r t i n d u c e d a g e n t s o f c o n s u m e r p r o d u c t sa n d / o r t o u r i s m o r g a n i z a t i o n s w h i c h h a v enever

f o c u s e d o n a c u l t u r a l i m a g e , o r w h e t h e r t h e y h a v eb e e n f o r m e d b y a u t o n o m o u s i m a g e f o r m a t i o na g e n t s . A l s o o f i n t e r e s t i s w h e t h e r i m a g e s o f ac i v i l i z e d , m o d e r n , c u l t u r e d , d e m o c r a t i c a n ds t u b b o r n l y i n d e p e n d e n t n a t i o n , a r e s w a m p e d b y th ei m a g e o f a r u r a l i d y l s o o f t e n p r o j e c t e d b yp r o m o t e r s o f a g r i c u lt u r a l p r o d u c t s a n d r e i n f o r c e d b yt h e To u r i s t B o a r d . T h i s a g r i c u l t u r a l i m a g e , i f i te x i s t s , m a y a c t u a l l y p r e v e n t t h e i n c l u s i o n o fD e n m a r k i n t o t h e p e r c e i v e d o p p o r t u n i t y s et s o fc u l t u r a l t o u r i s t s . I n v i e w o f t h e s i g n i f i c a n c e a t t a c h e db y p a s t s t u d i e s t o t h e m o d i f i c a t i o n o f i m a g ea c h i e v e d b y a c t u a l v i s i t a t i o n , a f u r t h e r d i m e n s i o n o f

i n t e r e s t is w h e t h e r v i s i to r s to D e n m a r k h o l ds t r o n g e r i m a g e s o f D e n m a r k a s a d e s t in a t i o n f o rc u l t u r a l t o u r i s m t h a n n o n - v i s i t o r s is o f i n t e r e s t , ino t h e r w o r d s , w h e t h e r i m a g e h a s b e e n m o d i f i e d b yv i s i t a t ion .

T h e e x h i b i t i o n s u r v e y sT h e f i r st s u r v e y w a s c a r r i e d o u t a t a n e x h i b i t i o n o fa n t i q u e R o y a l C o p e n h a g e n p o r c e l a i n , t h e d e c o r a -t i o n o f w h i c h i s b a s e d o n t h e i l l u s t r a t i o n s p r o d u c e df o r t h e b o t a n i c a l w o r k ' F l o r a D a n i c a ' i n t h e e i g h t -e e n t h c e n t u r y. T h e v e n u e w a s w i t h i n t h e B o t a n i c a l

G a r d e n s i n E d i n b u r g h a n d t h e e x h i b i t i o n r a nt h r o u g h o u t t h e A u g u s t F e s t i v a l p e r i o d a n d i n t oO c t o b e r 1 9 9 4 . O t h e r t h a n t h e c o u n t r y ' s l a t i n i z e d

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n a m e a n d C o p e n h a g e n i n t h e t i t l e , t h e r e w e r e v c r yf ew ' m a d e - in ' D e n m a r k p r o m p t s . T h e i n t e rp r e t a ti o nw a s l i m i t ed t o e x p l a n a t o r y t e x t s a b o u t t h e p o r c e l a i na n d i ts u s e s. T h e s e c o n d s u r v e y w a s o f v is i t o rs t o t h ee x h i b i ti o n ' Tw o C e n t u r i e s o f A r t a n d C r a f t inD e n m a r k ' , h e l d i n a c e n t r a l E d i n b u r g h v e n u e , a g a i nt h r o u g h o u t t h e F e s t i v a l a n d u n t i l t h e e n d o fS e p t e m b e r 1 9 9 5 . T h i s p r o v i d e d f a r m o r e r e f e r e n c e st o t h e c o u n t r y o f o ri g i n , s ta r t i n g w i t h t h e n a m e i nt h e e x h i b i t i o n t i t l e , a n d t h e p o s t e r f e a t u r i n g ac h a r a c t e r i s t i c s u m m e r c o a s t a l v i e w. T h e D a n i s h f l a gw a s p r o m i n e n t o n b a n n e r s o u t s i d e t h e v e n u e , a n dt h e i n t e r p r e t a t i o n p a n e l s c o n t a i n e d n u m e r o u s r e f e r -e n c e s t o D a n i s h p e o p l e a n d w a y o f l i f e . T h e w o r k st h e m s e l v e s p r o v i d e d a v a r i e t y o f c lu e s , w i t h t h e e a r l yl a n d s c a p e s a n d p o r t r a i t s i l l u s t r a t i n g t h e c o u n t r y a n dt h e p e o p l e , a n d t h e c o n t e m p o r a r y c r a f t s r e f l e c t i n gD e n m a r k ' s i m a g e fo r m o d e r n d e s i g n.

Q u a n t i t a t i v e a n d q u a l i t a t i v e d a t a w e r e g a t h e r e df r o m a s a m p l e o f 4 0 0 a n d 3 8 0 v i s i to r s to t h e F l o r aD a n i c a a n d D a n i s h A r t e x h i b i t i o n s r e s p e c t i v e l y,u s in g f a c e - t o - f a c e in t e rv i e w s. R e s p o n d e n t s w e r es e l e c t e d o n a n e x t - t o - p a s s b a s i s o n t h e i r e x i t f r o mt h e e x h i b i t io n , a n d t h e i n t e rv i e w s w e r e c o n d u c t e du s in g a m i x t u r e o f s t r u c t u r e d a n d o p e n - e n d e dq u e s t io n s . A c o n t e n t a n a ly s is o f t h e o p e n - e n d e dd a t a w as u n d e r t a k e n t o p r o d u c e a n u m b e r o fc a t e g o r i e s f o r t h e a n a l y si s o f t h e f r e e a s s o c i a t i o n s .

The sam ples p ro f i l edR e f e r e n c e t o Table 1 s h o w s t h e s a m p l e s d i f f e r e d i ns o m e w a y s i n t h e i r s o c i o - d e m o g r a p h i c p r o f i l e s .Vi s i t o r s t o t h e F l o r a D a n i c a e x h i b i t i o n w e r e g e n e r -a ll y o l d e r a n d m o r e l ik e ly to b e f e m a l e t h a n t h o s et h e D a n i s h A r t e x h i b i t io n . F o r e x a m p l e , h a l f o f a llv i s i t o r s i n t e r v i e w e d a t t h e F l o r a D a n i c a e x h i b i t i o nw e r e > 6 0, c o m p a r e d t o 2 8 % o f v i si t or s i n t e r v ie w e da t t h e D a n i s h A r t e x h i b i t i o n . A l t h o u g h f e m a l e sp r e d o m i n a t e d a t b o t h e x h i b i t i o n s , f e m a l e s f o r m e ds o m e 7 7 % o f a ll v i s i to r s s u r v e y e d a t t h e F l o r aD a n i c a e x h i b i ti o n , c o m p a r e d w i t h 6 1 % o f vi s it o rss u r v e y e d a t t h e D a n i s h A r t e x h i b i t i o n . T h e v i s i t o r sa t t h e F l o r a D a n i c a e x h i b i ti o n w e r e a l so d i s p r o p o r -t i o n a t e l y r e s id e n t s , c o m p a r e d w i t h t h o s e a t t h eD a n i s h A r t e x h i b i t i o n ; t h e p r o p o r t i o n s b e i n g 6 7 a n d4 8 % , r e s p ec t i v el y, f r o m L o t h i a n s a n d F i fe .

O t h e r c h a r a c t er i s ti c s w e r e m o r e c o m m o n a c r o sst h e s a m p l e s , a s s h o w n i nTable 1 . F o r e x a m p l e ,v i s i t o r s f r o m s i n g l e p e r s o n h o u s e h o l d s a n d c o u p l e sw i t h n o c h i l d re n a t h o m e w e r e p r e d o m i n a n t a t b o t he x h i b i t i o n s . A t t h e F l o r a D a n i c a e x h i b i t i o n t h e yf o r m e d 8 3 % o f al l v i s i to r s ; a t t h e D a n i s h A r t e x h i b i -t i o n , 7 3 % . S i m i l a r l y, v i s i to r s f r o m p r o f e s s i o n a l ,m a n a g e r i a l o r t e c h n i c a l h o u s e h o l d s ( 1 9 9 1 C e n s u sc l a s s i f i c a t i o n s ) p r e d o m i n a t e d a t b o t h e x h i b i t i o n s ;c o m p r i s i n g 8 4 % o f al l v i s i t o rs a t th e F l o r a D a n i c ae x h i b i t i o n a n d 7 8 % a t t h e D a n i s h A r t e x h i b i t i o n . A tb o t h e x h i b i t i o n s , m o s t v i s i t o r s h a d v i s i t e d a n o t h e re x h i b i t i o n i n t h e p r e v i o u s m o n t h , a n d m o s t h a d i n

f a c t v i s i t e d o t h e r F e s t i v a l e x h i b i t i o n s . A t F l o r aD a n i c a , 7 5 % h a d v i s i t e d a n o t h e r e x h i b i t i o n i n t h ep r e v i o u s m o n t h , a n d , l i k e w i s e , 7 8 % a t t h e D a n i s ha r t e x h i b i t i o n . T h e c o r r e s p o n d i n g p r o p o r t i o n s f o ro t h e r F e s t i v a l e x h i b i t i o n s w e r e 6 1 a n d 5 8 % .

F e s ti v al b r o c h u r e s w e r e t h e m o s t c o m m o n l y c i te ds o u r c e o f i n f o r m a t i o n , c i t e d b y a lm o s t 2 9 % o f t h es a m p l e a t t h e D a n i s h A r t e x h i b i t i o n , a n d 2 4 % a t t h eF l o r a D a n i c a . H o w e v e r, a t t h e F l o r a D a n i c a e x h i b i-t i on n e w s p a p e r r e v i ew s w e r e m o r e t h a n t h r e e t i m e sm o r e f r e q u e n t l y c i t e d a s s o u r c e s o f f i rs t i n f o r m a t i o nt h a n a t t h e D a n i s h A r t e x h i b i t i o n , w i t h 2 5 a n d 7 %c i t i n g n e w s p a p e r r e v i e w s . P e r s o n a l r e c o m m e n d a t i o nw a s a l s o g i v e n b y 2 2 % o f th o s e a t t h e F l o r a D a n i c ae x h i b it i o n , c o m p a r e d w i t h 1 3 % a t t h e D a n i s h A r te x h i b i t i o n . Tw e l v e p e r c e n t o f v is i t o rs s u r v e y e d a t t h eD a n i s h A r t e x h i b i t i o n h a d n o p r i o r s o u r c e o f i n fo r -m a t i o n , a s t h e y h a d n o t i c e d t h e e x h i b i t i o n o np a s s i n g a n d t h e i r v is i t w a s t h u s i m p u l s e b a s e d . T h er e a s o n s g i v e n b y v i s i t o r s f o r v i s i t i n g t h e e x h i b i t i o n sa ls o d i f f e re d . T h e s e d i f f e r e n c e s e x t e n d e d b e y o n dt h o s e a t t r i b u t a b l e t o d i f fe r i n g c o n t e n t s . M o r ev i s i t o r s a t t h e D a n i s h A r t e x h i b i t i o n h a d v i s i t e d o u to f an i n t e r e s t in D e n m a r k , c o m p a r e d w i th t h o s ev i s i t i n g t h e F l o r a D a n i c a e x h i b i t i o n ( 3 3 % c o m p a r e dt o 1 0 % ) . T h i s p o s s i b l y r e f l e c t s t h e d i f f e r i n g p r o m o -t i o n s o f t h e e x h i b i t i o n s a l r e a d y n o t e d . A t t h e F l o r aD a n i c a e x h i b i t i o n m a n y m o r e v i s i t o r s h a d a d d i t i o n a lr e a s o n s t o t h o s e l i s t e d o n t h e s u r v e y f o r m , t h a n a tt h e D a n i s h A r t e x h i b i t i o n ( 5 0 % c o m p a r e d t o 2 6 % ) .

Were the exh ib i t i on -goe r s ' consuming 'D e n m a r k ?D e s p i t e t h e d i f f e r e n c e s b e t w e e n t h e s a m p l e s , b o t hr e p r e s e n t s p e c i a l i s t s e g m e n t s o f s o c i a l l y d i s t i n c t i v ea c ti v e ' c o n s u m e r s ' o f e x h i b it i o n p r o d u c t s . T h e s e a r en o t e x t e n si v e ly g e n e r a l c o n s u m e r s o f D a n i s h c u l t u ra le x p o r t s , f o r d e s p i t e t h e h i g h e r f r e q u e n c y o f v i s i to r sa t t h e D a n i s h a r t e x h i b i t i o n c i t i n g a n i n t e r e s t i nD e n m a r k a s a r e a s o n f o r h a v i n g v i s it e d , a t b o t he x h i b i t i o n s s u c h v i s i t o r s w e r e i n a m i n o r i t y(Tab le 1 ) .I n s t e a d t h e v i s i t o r s o f t e n d e m o n s t r a t e d a n i n t e r e s ti n t h e g e n e r i c c o n t e n t o f t h e d i s p l a y s ; n a m e l y p o r c e -l a in a n d p l a n t s i n t h e c a s e o f t h e F l o r a D a n i c ae x h i b i t i o n ( 4 5 a n d 3 4 % o f v i si t o rs c i t in g s u c h a ni n t e r e s t , r e s p e c t i v e l y ) , a n d p a i n t i n g s a n d c r a f t s ( 4 1a n d 2 7 % , o f v i s it o r s, r e s p e c t i v e l y ) a t t h e D a n i s h A r te x h i b i t i o n . T h e e x h i b i t i o n s , i n c o n s e q u e n c e , w e r eb e i n g c o n s u m e d b y ' s p e c i a l is t ' s e g m e n t s , s o c i a l ly a n di n t e r m s o f e x p r e s s e d i n t e r e s t s . F o r m a n y, a w a r e n e s so f D a n i s h c u l t u r e t h r o u g h t h e e x h i b i t i o n i s l ik e l y t ob e s e c o n d a r y t o t h e p o r c e l a i n o r p a i n t i n g s d i s p l a y e d .

T h e a f f e c t s o f a n e x p r e s s e d p r i o r i n t e r e s t i nD e n m a r k o n m o t i v a t i o n s a r e s h o w n i nTable 2 . Int h i s t a b l e a b s t r a c t i o n s f r o m f u l l t w o s a m p l e Z~t a b u l a t i o n s c a l c u l a t e d o n a b s o l u t e f r e q u e n c i e s h a v eb e e n a s s e m b l e d a s p r o p o r t i o n s o f p r e v i o u s v i si to r sto D e n m a r k a n d n o n - v i s i t o r s c i t i n g t h e d i f f e r e n t

4 5 6


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I m a g e r y o f D e n m a r k a m o n g v is it or s: V A n d e r s e n e t a l

Table 1 Visitors and their visits profiled at both exhibitions (perce ntages of all visitors surveyed)

F l o r a D a n i c a D a n i s h Ar t

A g e g r o u p15- 20 1.3 2.721- 30 3.8 13.331 -4 0 7.8 18.1

41 -5 0 16.7 20.551 -6 0 20.5 17.661 -7 0 33.3 18.6Ove r 70 16.7 9.3

n = 396 n = 376G e n d e rMal e 23.5 39.3Fem ale 76.5 60.7

n = 395 n = 376Skilled non-manu al 9.5 5.9Skilled man ual 2.3 1.9Partly and unskil led 1.0 1.1Stu den t 2.8 10.0Une mpl oye d 0.8 1.1Otherwise not employe d - 2.2

n = 390 n = 370H o u s e h o l d t y p eSingle 31.9 33.9Single par ent 0.3 1.6Couple with no children at home 51.3 39.2Couple with children aged 7 years at homeCouple with no children - 1. 3Couple with children aged over school age at home - 1.1Widow - 0.8Divorc ed - 0.3Oth er 5.1 8.3

n = 392 n = 375A r e a o f r e s id e n c eLothi an/Fi fe 66.8 48.4Oth er Scottish day trip 10.4 17.0Other Scottish overnight 4.3 4.5Eng land and Wale s 11.1 17.8Othe r Europ e 2.3 4.8Oth er 5.1 7.4T h o s e w h o h a v e v i s it e d t h e v e n u e b e f o r e NA 76.3

n = 380When las t v i s i ted an exhib i t ionIn the past wee k 46.6 49.7In the past mon th 28.5 28.6In the past yea r 21.9 20.9Previou sly 3.0 0.8Never 0.0 0.0

n = 397 n = 378H a v e v i s it e d o t h e r E d i n b u rg h F e s t iv a l e x h i b i t io n s t h i s y e a r 61.1 58.0

n = 397 n = 378H o w f i rs t h e a r d a b o u t t h e e x h i b i t i o nNews pape r adver t 10.5 19.4Newspape r review 24.7 7.0Poste r in town 4.5 6.2Direc t mail shot 0.6 1.6

Rec omme ndat ion 21.6 12.6Festiva l broc hure s 24.1 28.8Tourist Informati on Centre 0.6 2.7Work 1.9At venu e 1.6Danish acquain tance 0.3Notic ed on passin g 12.6Gallery guide 1.3Art club 0.3Leaflet 2.2"The List' mag azin e 1.1Invited to opening 0.3Venue's lnternet home page 0.3R e a s o n s f o r v i s it i n gInter est in De nma rk 10.0 32.9Inter est in plants 34.1 -Inte res t in crafts - 27.4Interest in paintings - 40.8Interest in porcelain 44.6 -To accompan y some one else - 5.8Oth er 50.0 25.5

n = 400 (for each reason )* n = 380 (for each reaso n)

*More than one reason could be cited. 4 5 7


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Imagery of Denmark among visitors: V Andersen et al

motivations, and where these freque ncies are stat is-tically significant at least 0.05, the significance leveli s a l so g iven . Whereas whether or not respondentshad visi ted Denmark has no affect on their propen-si ty to ci te content-specif ic reasons for visi t ing suchas an interest in porcelain or paintings, i t has ahighly significan t affect in their prop ens ity to cite aninterest in Denmark as a reason for visi t ing. I twould seem, therefore , tha t in te res t in Denmarkamo ng the visi tors surveyed is substantial ly associ-ated with having visi ted the country, and not fromother means such as reading, television or otherDanish exhibit ions. In other words, image may beconsequent of v is i t ing , the par t icu lar per t inence ofexperience derived image thereby being implied.

Some caution needs to be exercised, however, interms of the directness of this effect . Some 62% ofthose visi tors at the Flora Danic a exhibit ion whohad visi ted Denmark, said that their visi t(s) to thecoun try had not influe nced their decision to at tend.At the Danish Ar t exhibit ion the direction of thisaffect was reversed, with 61% of those who hadvis ited Denma rk acknowledging some affec t on the i rdecision to visi t the exhibit ion. Although, those

Table 2 The effects of a prior interest in Denm ark on thesample X significance levels)

visi tors to the exhibit ion who had visi ted Denm arkwere also recently more travelled than other visi tors,few other visi tors had not been out of Bri tain in theprevious 5 years. As such, some caution is implied inattr ibut ing an expressed interest in Den mar k bythose who had visi ted i t as a consequence of widertravel.

At the outset of this section the question raisedwas whether or not the visitors to the two exhibi-t ions were ' con suming ' Denma rk as a p lace throughits associations implicit in the displays. In terms ofreas ons for having visited, the answ er is largely no,other than for previous visi tors to Den mark .

Images of D enm ark- -qua l i t a t ive ana lys isQuali tat ive qu estio ning was used to el ici t respon-dents ' images of Denmark a t the Two Centur ies Ar tExhib it ion ; th is ques t ioning was then suppl emente dby closed ending scaling. The most frequently ci tedimages evoked by the open -end ed qu es t ioning arepresented in Tables 3 and Table 4 and Table 6.Knowledg e of specif ic people and buildings wasgenerally low, implying vaguene ss in the collect ive

motivations for visiting the exhibitions (percentages and two

F l o r a D a n i c a F l o r a D a n i c av i s i t e d n o t v i s i t e dD e n m a r k D e n m a r k

S i g n i fi c a n c e D a n i s h A r t D a n i s h A r t S i g n i fi c a n c el e v e l v i s i t e d n o t v i s i t e d l e v e l

D e n m a r k D e n m a r k

Reason for visiting exhibitionInterest in Denm ark 19.2 4.5Interest in paintings - -Interes t in crafts - -To accompany someo ne else - -Interes t in plants 34.9 33.6Interes t in porcelain 42.5 45.7

n = 146 n = 247Thos e who have visited other 30.1 13.0

exhibitions with aDanish theme

n = 146 n = 247Those who visited the FD exhibition -

last year

Whether been outside UK inlast 5 years

No 6.5 10.9Onc e 7.2 11.42- 5 visits 31.2 41.0More than 5 visits 55.1 36.7

n = 138 n = 229If visited Denmark, whether

visit to Denmark has influenceddecision to attend this exhibition

Yes, strongly 12.9 -Yes, somewhat 25.2 -No 61.9 -

n = 147

0.00001 61.4 15.2 0.00001- 37.2 42.9 NS- 25.5 28.6 NS- 4.8 6.5 NSNS - - -NS - -

n = 145 n = 2310.00003 56.9 25.1 0.00001

n = 144 n = 231- 25.2 12.1 0.00112

n = 143 n = 2310.00669 0.00001

2.1 9.64.9 14.9

39.9 44.753. l 30.7n = 143 n = 228

36.624.838.6

n = 145

NS, Not significant at 0.05.

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Table 3 Top t en images o f f amous Dan i sh bu ild ings

Frequency

1. Kro nbo rg Cast le (EIs inore Cast le) 115 (27.5%)2. Tivol i Ga rden s 40 (9 .6%)3. Freder iksb org Cast le 40 (9 .6%)4. Li t t le M erm aid 35 (8 .4%)5. Am al ienbo rg Royal Palace 29 (6 .9%)6 . Lou i s i anna Mod ern Ar t Mu seum 23 (5 .5%)7. Lego land 18 (4 .3%)8. Ro senb org Cast le 10 (2 .4%)9 . The Roun d Tow er 8 (1 .9%)

10. Skagen Mu seum 8 (1 .9%)

Note: to ta l of 418 bui ld ings/ images m ent ione d an d asthese are only the top ten images ment ion ed the percen t-ages on th is table do not equal 100%.

i m a g e s h e ld o f D e n m a r k . F o r e x a m p l e , 4 1 % o f t h e

s a m p l e c o u l d n o t n a m e a n y b u i l d in g s a t a ll .K n o w l e d g e w as m u c h h i g h e r a m o n g s t p r e v i o u sv i s i t o r s t o D e n m a r k t h a n n o n - v i s i t o r s , a g a i ni m p l y i n g t h e p e r t i n e n c e o f e x p e r i e n c e d e r i v e di m a g e . W h i l s t 6 0 % o f p r e v i o u s v i si t o rs t o D e n m a r kc o u l d p r o v i d e t w o o r m o r e r e f e r e n c e s , o n l y 11 % o fn o n - v i s i to r s c o u l d d o s o . H o w e v e r , o f t h e t o t a l o f4 1 8 r e f e r e n c e s t o b u i ld i n g s , 9 5 w e r e n o t b u i l d i n g s a ta ll , b u t r a t h e r t h e L i t t l e M e r m a i d ( a s t a t u e ) , t h eTi v o li ( a p l e a s u r e g a r d e n ) a n d L e g o l a n d ( a t h e m ep a r k ) ( Ta b l e 3 ) . C a s t l e s a n d p a l a c e s t o t a l l e d 6 5 % o fa l l t h e r e f e r e n c e s t o a c t u a l b u i l d i n g s , f o l l o w e d b ym u s e u m s a n d g a l l e r i e s ( 1 7 % ) a n d o t h e r p u b l i c a n dh i s to r i c b u il d i n g s ( 1 3 % ) . T h e p r e v a l e n c e o f t h en o n - b u i ld i n g s a n d o f K r o n b o r g C a s tl e m a y w el lr e fl ec t t h e p r o m o t e d i m a g e o f D e n m a r k a s a p p a r e n to v e r s u c c e s s i v e y e a r s , t h a t i s , t h e o v e r t i n d u c e di m a g e .

Ta b l e 4 Top t en images o f f amous Dan i sh peop le f romvis itors to Danish Art exhibi tion

Na m e Ca tego ry F requency

1. Ha ns Christian W riter 165 (32.7% )A n d e r s e n

2. Car l Nie lsen Co m pos er 64 (12.7%)3. Ge org Jensen Art is t /craf tsman 30 (5 .9%)4. Ka ren Blixen W riter 25 (5.0%)5. SOren Kierke gaard Phi losoph er 23 (4 .6%)6. Arn e Jacob sen Design er 22 (4 .4%)7. Niels Boh r Scientist 17 (3.4% )8. Kro yer Artist 12 (2.4%)9. Ha mle t Fic t ion 11 (2 .2%)

10. Peter Ho eg W ri ter 11 (2 .2%)

Note : t o t al o f 505 peop le / images men t ioned : no names ,30%; one name , 34%; two o r more names , 35%. The topten imag es com prise 75% of a ll those m ent ioned. Afur ther 76 names were ment ioned, including a fur ther f ive

wri ters , one composer, f ive archi tec ts /des igners , onephilosopher, one scientist , four footballers, four royals,e ight ar t is ts and four pe rform ing ar t is ts .

lmage~ of D enmark am ong visitors: V Andersen et al

K n o w l e d g e o f f a m o u s p e o p l e w a s s o m e w h a th i g h e r , w i t h fe w e r r e s p o n d e n t s ( 3 0 % ) u n a b l e t o c i tea n y f a m o u s D a n e s . O f t h e s e , 8 0 % w e r e n o n - v i s i t o rst o D e n m a r k . H o w e v e r , 2 3 % o f n o n -v i si to r s w e r ea b l e t o p r o v i d e t w o o r m o r e r e f e r e n c e s , d e m o n -s t r a t in g a g r e a t e r a w a r e n e s s o f p e o p l e t h a n p l a c e sa m o n g s t n o n - v i s it o r s. A t o t a l o f 5 0 5 n a m e s w e r em e n t i o n e d , a l t h o u g h 1 6 o f t h e s e w e r e n o t D a n e s ,a n d a f u r t h e r 1 4 w e r e e i t h e r g e n e r i c ( e . g . Vi k i n g s )o r f i c t i o n a l ( e . g . H a m l e t ) .

T h e m o s t f r e q u e n t ly m e n t i o n e d D a n e s w e r ew r i t e r s ( 2 0 8 m e n t i o n s ) w i t h H . C . A n d e r s e nc o m m a n d i n g f i rs t p l a c e w i t h 1 65 m e n t i o n s( Ta b l e 4 ) .T h e s e r e f e r e n c e s w e r e a r g u a b ly e v o k e d b y a u t o n o -m o u s s o u r c e s o f in f o r m a t i o n , s t e m m i n g f r o m l on g -t e r m f a m i l i a r i t y w i t h t h e a u t h o r o f f a i r y - ta l e s . Inc o m p a r i s o n , D j u r s a a ' s ~ l is t w a s m u c h s h o r t e r , a n dw h i l st i t t o o w a s d o m i n a t e d b y H . C . A n d e r s e n( Ta b l e 5 ) , t h e t e n m o s t c it e d n a m e s i n c l u d e d f i veD a n i s h f o o t b a l l p l a y e r s , H a m l e t , Vi k i n g s , a s c i e n t i s ta n d a l iv e e n t e r t a i n e r. T h i s i s a rg u a b l y a r e f l e c t io no f t h e d i f f e r e n c e b e t w e e n t h e t w o s a m p l e g r o u p s .D j u r s a a ' s s a m p l e w a s sk e w e d t o w a r d s y o u n g a n dm a l e b u s in e s s s t u d e n ts , w h e r e a s t h e s a m p l e o fe x h i b i t i o n - g o e r s w a s n o t. T h e e x h i b i t i o n - g o e r s w e r ea ls o m o r e k n o w l e d g e a b l e o f D e n m a r k in t h at t h e yn o m i n a t e d m o r e , a n d a w i d e r r a n g e o f p e o p l e p e rr e s p o n d e n t o n a v e r a g e .

I n a d d i t io n t o k n o w l e d g e o f b u il d i n g s a n d p e o p l e ,r e s p o n d e n t s w e r e i n v i te d t o i d e n ti f y a n y o t h e ra s s o c i a t i o n s w h i c h w e r e e v o k e d b y D e n m a r k ,

o u t w i t h t h e f i n e a r ts t h e m e o f th e e x h i b i t i o n . A t o t a lo f 7 27 a s s o c i a t i o n s w e r e p r o v i d e d( Ta b l e 6 ) , w i t ho n l y 4 9 ( 1 3 % ) r e s p o n d e n t s u n a b l e t o fi n d a n ya s s o c ia t io n s . O f t h e s e 4 9 r e s p o n d e n t s , 7 3 % w e r en o n - v i s i t o r s t o D e n m a r k , o n c e a g a i n e m p h a s i z i n gt h e i m p o r t a n c e o f o r g an i c e x p e r i e n c e -d e r i v e di m a g e s . F i f ty - f i v e p e r c e n t o f n o n - v i s i t o r s a n d 6 5 %o f p r e v i o u s D e n m a r k v i s i to r s w e r e a b l e t o p r o v i d e

Ta b l e 5 Top t en images o f f amous Dan i sh Peop le ,Djur saa ' s 1988 Cranf ie ld s tudy

Frequency

I . Han s Chr is t ian An dersen 193 (45.5%)2. Jes per Olsen* 49 (11.6%)3. Jan M01by* 34 (8.0% )4. Michael Laud rup* 22 (5 .2%)5. Ha m let 17 (4 .0%)6. Vikings 17 (4.0% )7. Al lan Simonsen* 14 (3 .3%)8. Niels Bo hr 9 (2.1% )9. Victor Borge 8 (1 .9%)10. Pre ben Elkjter* 8 (1.9% )

Note : To ta l o f 424 peop le / images men t ioned f rom a to t a lof 708 respondents : no names, 48%; one name, 37%, twonam es, 15%. The top ten im ages com prised 88% of a ll

those ment ioned. An addi t ional 28 names weremen t ioned .*Footbal l p layers , to ta l ling 30% of a l l those ment ioned .

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Imagery of Denmark among visitors." V Andersen et al

two or more associations. A content analysisproduced a number of clear categories: food anddrink; physical attributes of the country and thepeople; economic activity; and society. The associa-tions were clearly dominated by overt-induced infor-mation sources of both tourism and non-tourismagencies, but a number of sub-categories emerged"which reflect autonomous sources, especially thepublicity received in connection with Denmark'sresistance to the Maastricht Treaty.

The overall mental map which can be drawn fromthe knowledge base and free associations of theexhibition goers is not very dissimilar to that drawnby Niss 3" in he r study o f the use o f count ry-of -ori ginlabels in marketing, although some interesting newcomponents could be added, notably the image ofDenmark as a clean, unpolluted country withhealthy people. It also corresponds to a large extentto the image of the country projected by the touristboard and in the marketing of the agriculturalproducts for which Denmark is famous in Britain.

I m a ge s o f D e n m a r k ~ u a n t i t a t i v e a n al ys isImagery was also measured using five point bipolarscales common to both surveys. Eleven dimensionsof image were measured (Table 7). In summary, thevisitors to both exhibitions perceived Denmark as

Table 6 Top ten free associations with Denmark

Specific image Category Frequency

1. Dairy products Food and drink 2 60 (8.3%)2. Food general Food and drink 35 (4.8%)3. Design Economic activity 3 35 (4.8%)4. Flat Country-physicaP 32 (4.4%)5. Friendly, kind Coun try- peop le ~ 29 (4.0%)6. Bacon Food and drink 28 (3.9%)7. Lager /beer Food and drink 23 (3.2%)8. Socially aware Society" 21 (3.0%)9. Clean Country-physical 20 (2.8%)

10. Lego/legoland Country-physical 19 (2.6%)

Note: total of 727 free associations mentioned and asthese are only the top ten images mentioned the percent-ages on this table do not equal 100%.

2Total food and drink references = 179.~Total of 114 references to economic activity other thanagriculture, including 89 related to cultural industries andarchitecture, and 16 related to seafaring, fishing andshipbuilding."Total of 177 references to physical attributes includes 41references to clean, fresh, rural and unspoilt nature ofcountry, 40 references to the sea, beaches, islands, ferriesand lakes, 32 to flatness, 44 references to specific placesand eight to the cold.~Total of 98 references to the characteristics of the peoplealso includes healthy (15), relaxed (13) and good-looking(10), happy (8), civilized (7) and environmentally aware( 6 ) .

"Total of 79 references to Danish society also includesfree-thinking, forward-looking and liberal (total 22),political independence and social democracy (total 17).

hygienic, expensive, socially aware, modern, organ-ized, artistic, somewhat uncrowded and somewhatinformal. Hygiene was the most frequently rated 1(the maximum score) with 68% of the Flora Danicaexhibition visitors rating Denmark in this way, and62% of the Danish Art exhibition visitors. Expenseand social awareness also attracted high ratings fromboth samples. Of the visitors at the Flora Danicaexhibition, the median scores for both attributeswere 1, and the corresponding median scores amongvisitors to the Danish Art exhibition were both 2. Incontrast, the visitors largely neither saw Denmark asboring nor exciting, or as musical nor unmusical.There was some perception of Denmark as wealthy,with a median score of 2 for both samples.

The summary images recorded in Table 7 do,however, conceal several important differences,notably between visitors who had visited Denmarkand those who had not (Table 8) . Visitors who hadvisited Denmark were more likely than others tocharacterize Denmark as socially aware, hygienic,exciting and informal. Across both samples, otherimages did not vary by whether visitors had been toDenmark or not (although some other effects werefound for each sample only). The absence of an

Table7 Imagery of Denmark (median scores on fivepoint ordinal scales)

Artistic (1) unartistic (5)

Flora DanicaDanish ArtSocially aware (1) u naware (5)Flora DanicaDanish ArtBoring (1) exciting (5)Flora DanicaDanish ArtCrowded (1) uncrowded (5)Flora DanicaDanish ArtExpensive (1) cheap (5)Flora DanicaDanish ArtHygienic (1) unhygienic (5)Flora DanicaDanish ArtInformal (1)formal (5)Flora DanicaDanish ArtModern (1) oM fashioned (5)Flora DanicaDanish ArtMusical (1) unmusical (5)Flora DanicaDanish ArtOrganized (1) disorganized (5)Flora DanicaDanish ArtWealthy (1)poor (5)Flora DanicaDanish Art

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T a b l e 8 Effects of having visited De nm ark on the imagesheld of the cou ntry (tw o samp le Z2 significance levels)

F l o r a D a n i c a D a n i s h A r t

Artis t ic--unar t is t ic NS NSSocially awa re--un awa re 0 ,0 055 5 0.00023

Bo ring-- exciti ng 0,00031 0.02331Crow ded--u ncrow ded 0.00001 NSExp ensive --cheap NS 0.00171Hy gien ic--un hyg ienic 0.00001 0.01923Inform al--form al 0 .00255 0.00002M o d e r n - - o l d f a sh i on e d 0 . 0 0 8 2 3 N SMu sical--unmusical NS NSOrgan ized- -d i so rgan ized NS NSWe a l t h y - - p o o r N S N S

NS, not significant at (I.05.

a f f e c t b y h a v i n g v is i te d t h e c o u n t r y o n p e r c e p t i o n o f

a r t i s t ry a n d m u s i c a l i t y is u n s u r p r i s i n g i n t e r m s o f t h et o u r i s m ' p r o d u c t ' w h i c h D e n m a r k p r e s e n t s t o t h eB r i t is h m a r k e t i n i t s b r o c h u r e s . I n t e r m s o f c h a n g e di m a g e s , v i s i t i n g D e n m a r k s h o u l d s e e m t o p r o d u c eo t h e r b e n e f i t s o f a m o r e s o c i a l k i n d o f i n s i g h t i n t o ap e o p l e ? "

A d e g r e e o f i n t e r - c o r r e la t i o n o f i m a g e s c a n b es e e n i n Table 9, a l t h o u g h i n d i v i d u a l l y t h e r e l a t i o n -s h i p s a r e w e a k . T h e s t r o n g e s t a s s o c i a t i o n s s h o w n b yt h e c o r r e l a t i o n c o e f f i c ie n t s i n c l u d e i m a g e s o fD e n m a r k a s m u s i c a l a n d a s a r t i s t i c ( 0 . 4 3 8 6 f o r F l o r aD a n i c a v i s i t o r s ; 0 . 3 0 0 4 f o r D a n i s h A r t v i s i t o r s ) ; a sm o d e r n a n d s o c i a l l y a w a r e ( 0 .3 7 5 7 a n d 0 . 48 2 3 ,r e s p e c t i v e l y ) ; a s h y g i e n i c a n d o rg a n i z e d ( 0 .3 7 0 0 a n d0 . 3 5 3 0 ) ; a n d a s w e a l t h y a n d o rg a n i z e d ( 0 . 3 0 4 5 a n d0 . 3 2 4 4 ) . I n o t h e r w o r d s , t h e m o r e s t r o n g l y a v i s i t o rr a t e d o n e o f th e i t e m s o f o n e o f t h e s e p a ir s , th em o r e s t r o n g l y h e o r s h e w a s li k e ly t o r a t e t h e o t h e ri t e m . W h e t h e r o r n o t a v i s i t o r h a d b e e n t o D e n m a r kh a d n o c o n s i s t e n t e f f e c t o n t h e s t r e n g t h o f th e s ea s s o c i a t i o n s . H o w e v e r, i n t h a t n o n - v i s i t o r s t oD e n m a r k w e r e m o r e l ik e ly th a n v i s i to r s t o a s s o c ia t em o d e r n i t y a n d s o c i al a w a r e n e s s ( w i t h c o e f f i c i e n t s o f0 . 4 0 5 7 f o r n o n - v i s i t o r s a n d 0 . 3 1 7 3 f o r v i si t o r s t oF l o r a D a n i c a , a n d 0 . 5 0 2 3 a n d 0 . 4 1 0 6 r e s p e c t i v e l ya m o n g t h o s e t o t h e D a n i s h A r t e x h i b i t i o n ) , t h i s m a yi m p l y th a t b y v is i ti n g D e n m a r k o t h e r a s s o c ia t i o n s o fm o d e r n i t y a r e l e a r n e d .

S p e c if ic h o l id a y i m a g e s o f D e n m a r k w e r e a l soi n v e s t i g a t e d . B o t h s a m p l e s s a w D e n m a r k a sp r e d o m i n a n t l y a p l a c e f o r b i c y c l e a n d f a r m h o u s eh o l i d a y s (Table 10) a n d t h e D a n i s h A r t s a m p l ef u r t h e r d e s c r i b e d D e n m a r k a s a d e s t i n a t i o n f o rv i s i t i n g m u s e u m s a n d g a l l e r i e s . C o n t r a r y t o t h ep e r t i n e n c e o f o r g a n i c e x p e r i e n c e - d e r i v e d i m a g e s of a r n o t e d , h o l i d a y i n g i m a g e s s h o w e d l i t t l e c o n s i s t e n tv a r i a t io n a c r o ss t h e e x h i b i ti o n s b y w h e t h e r o r n o tr e s p o n d e n t s h a d v i s i t e d D e n m a r k . T h e o n l y

c o n s i s t e n t e f f e c t i d e n t i f i e d w a s f o r a l e s s f r e q u e n ti m a g e , t h a t o f b e a c h h o l i d a y s . Vi s i t o r s w e r e m o r el i k el y t h a n n o n v i s i t o r s t o h o l d t h e i m a g e ( 1 6 % o f

Image~ of Denmark among visitors: V Andersen et al

v i si to r s c o m p a r e d t o 5 % o f n o n - v is i to r s a t F l o r aD a n i c a , a n d 2 2 % c o m p a r e d t o 1 4 % a t t h e D a n i s hA r t e x h i b i t i o n ) . A t t h e D a n i s h A r t e x h i b i t i o n v i s i t o r sw e r e a l s o m o r e l i k e l y t h a n n o n - v i s i t o r s t o h o l ds h o p p i n g a s a n i m a g e o f h o l i d a y i n g i n D e n m a r k( 2 1 % o f v i s it o rs c o m p a r e d t o 7 % o f th o s e w h o h a dn o t v i s i t e d t h e c o u n t r y ) , a n d l e ss l i k el y t o g i v eb i c y c l e h o l i d a y s a s p a r t o f th i s i m a g e ( 3 8 %c o m p a r e d t o 5 2 % ) . H o w e v e r , d e s p i t e t h e s e di f fe r -e n c e s , t h e g e n e r a l c o n c l u s i o n h a s t o b e t h a t h a v i n gv i s i t e d D e n m a r k h a s l i tt l e e f f e c t o n i t s h o l i d a yi m a g e .

O f t h o s e v i s i t o r s w h o h a d v i s i t e d D e n m a r k , m o s th a d b e e n f o r h o l i d a y s o r p l e a s u r e(Table 11) .T h i s i sr e f l e c t e d in t h e h i g h f r e q u e n c i e s r e c o r d e d f o r h a v i ngv i s i t e d s o m e o f t h e f a m o u s a t t r a c t i o n s o f D e n m a r k .F o r e x a m p l e , a p p r o x i m a t e l y e i g h t o u t o f t e n v i s i t o r st o t h e c o u n t r y a t b o t h e x h i b i t i o n s h a d v i s i t e d t h eTi v o l i G a r d e n s a n d t h e L i t t l e M e r m a i d . T h e g e n e r -a l l y l o w e r f r e q u e n c i e s i n d i c a t e d f o r c u l t u r a l a t t r a c -t ions in Table 11 r e f l e c t t h e g e n e r a l l y l o w e rf r e q u e n c y t h e s e w e r e g i v e n in t h e r e p o r t e d i m a g e r yo f D e n m a r k (Table 7) . H o w e v e r , a t t h e D a n i s h A r texh ib i t ion , f ami l i a r i ty wi th a r t i s t s o r exh ib i t s wasg e n e r a l l y h i g h e r a m o n g p a s t v i s i t o r s t o D e n m a r k(Table 12) , i m p l y i n g t h a t t h e a r t is t i c a n d m u s i c a la s p e c ts o f t h e c o u n t r y a r e n o t c o n s o l i d a t e d i n to ag e n e r a l i m a g e a m o n g i t s p a s t v i s i t o r s b u t a r e i n s t e a dspec i f i c . In a l l cases shown inTable 12, t h e d i r e c t i o no f t h e e f f e c t w a s p o s i t iv e ; p a s t v i s it o r s t o D e n m a r kb e i n g m o r e l i k e l y t o h a v e b e e n f a m i l i a r w i t h t h e

a r t i s t s o r exh ib i t s .

Propens i ty to v i s i t Denmark and to ' consume 'F o r t o u r i s m i n v e s t m e n t i n e x h i b i t i o n s t h e p o s s i b l e' c o n v e r s i o n ' o f p o t e n t i a l t o u r is t s t o t h e d e s t i n a t io nb e i n g p r o m o t e d i s o f i n t e r e s t , d e s p i t e t h e s e s t a t e -m e n t s b e i n g h y p o t h e t i c a l . F u r t h e r r e f e r e n c e t oTable12 g i v e s s o m e i n s i g h t i n t o t h i s , a l t h o u g h f e w e rq u e s t i o n s w e r e a s k e d o n t h i s a s p e c t a t t h e F l o r aD a n i c a e x h i b i t i o n t h a n a t t h e D a n i s h A r t e x h i b i t i o n .A t t h e F l o r a D a n i c a e x h i b i t i o n t h e s t a t e d l i k e l i h o o do f v is i to r s t o v i si t D e n m a r k a s a c o n s e q u e n c e o f t h ee x h i b i t i o n w a s g e n e r a l l y h i g h e r t h a n t h a t a t t h eD a n i s h A r t e x h i b i t i o n , a n d w a s u n d i f f e r e n t i a t e d b yw h e t h e r o r n o t t h e e x h i b i t io n v i s it o r h a d p r e v i o u s lyv i s i t e d D e n m a r k . I n c o n t r a s t , a t t h e D a n i s h A r te x h i b i t i o n t h e e f f e c t o f h a v i n g p r e v i o u s l y v is i t e dD e n m a r k w a s q u i t e m a r k e d o n t h e e x p r e s s e dp r o p e n s i t y t o r e vi s it c o n s e q u e n t o f t h e e x h i b i t io n ,w i t h 3 2 % o f p r e v io u s v i si to r s to D e n m a r k s a y in gd e f i n i t e l y t h a t t h e e x h i b i t i o n h a d i n s p i r e d t h e m t or e v i s i t , b u t o n l y 1 3 % o f n o n - v i s i t o r s l i k e w i s e t h a tt h e y h a d b e e n i n s p i r e d t o v i si t. T h e a f f e c t o f h a v i n gp r e v i o u s ly v is i te d D e n m a r k w a s c o n s i s t e n t a t t h eD a n i s h A r t e x h i b i t i o n , f r o m f a m i l i a r i t y, t h r o u g h

c o n t r i b u t i o n t o p e r s o n a l k n o w l e d g e , a n d t o i n s p i r a -t i o n t o v is i t o t h e r D a n i s h e x h i b i t i o n s . In o t h e rw o r d s , i f a c o n v e r s i o n r a t e e n h a n c e m e n t e x is ts f r o m

461


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Imagery of D enm ark am ong vis itors ." V Andersen e t a l

e x h i b i t i o n s o f t h is k i n d i t i s m o s t l i k e ly t o b e f o u n da m o n g p r e v i o u s v i s i to r s to th e c o u n t r y p r e s e n t e d ,r e a w a k e n i n g i n t e r e s t r a t h e r t h a n g e n e r a ti n g e q u a li n t e r e s t a m o n g t h o s e w h o h a d n o t p r e v i o u s l y v i s i te dt h e c o u n t r y .

C o n c l u s i o n s

T h i s s t u d y d e m o n s t r a t e s t h e p er s i s te n t n a t u r e o fi m a g e s p r o j e c t e d b y o v e r t - i n d u c e d i m a g e f o r m a t i o na g e n t s , e x t e n d i n g e v e n b e y o n d t h e a c t u a l v is i t at i o nt o a d e s t i n a t i o n , a n d b e y o n d e x p o s u r e t o t h ec u l t u r a l p r o d u c t . D e s p i t e a d e m o n s t r a t e d i n t e r e s t i nc u l t u r a l v i s it s , a s e v i d e n c e d b y t h e i r p r e s e n c e a t t h e

e x h i b i t io n s a t w h i c h t h e s u r v e y s t o o k p l a c e , r e s p o n -d e n t s s t il l r a t e d D e n m a r k a s f r e q u e n t l y a s a d e s t i n a -t i o n f o r b i c y c le h o l i d ay s a n d f a r m h o u s e h o l i d a y s a sf o r v i si ts t o m u s e u m s a n d g a l le r i es , E v e n a m o n g s tv i s i t o r s to t h e c o u n t r y, t h e l e v e l o f m u s e u m v i s it sw a s r e l a t iv e l y l o w, n o t e x c e e d i n g 2 8 % f o r a n y o f t h eC o p e n h a g e n m u s e u m s a n d g a l l er i es l is te d . I t m a yt h u s b e c o n j e c t u r e d t h a t w h e n c u l t u r a l a t t r a c t i o n sa r e n o t i n c l u d e d i n t h e i m a g e p r o j e c t e d b y o v e r t -i n d u c e d a g e n t s , n o t a b l y t o u r i s m o r g a n i z a t i o n s , t h e yw i ll n o t b e e x p e c t e d b y t h e v is i t o r , a n d t h e y w i ll n o tb e s o u g h t o u t d u r i n g t h e v i s it . T h e v i s i t o r s a r e s a ti s -f i ed w h e n t h e y e x p e r i e n c e w h a t t h e y e x p e c t e d ; ac l e a n , f i a t , r u r a l i d y l l , d o t t e d w i t h t h e o c c a s i o n a l

Ta b l e 9 R e l a t i o n s h i p b e t w e e n i m a g e s h e l d o f D e n m a r k b y ex h i b it i o n v i s it o r s ( n o n - p a r a m e t r i c c o r r e l a t io n c o e f f i ci e n ts )

Art i s t ic Soc ia l ly Bor ing Conges ted Expens ive Hygien ic Inform al Modern Mu sica l Organizedaware

( a ) F l o r a D a n i c a v i s i to r sAware 0 .2463

Sig 0.001Bor ing - 0 .1520

Sig 0 .002Con ges t ed - 0 .1628

Sig 0.001E x p e n s i v e N S

Hyg ien i c 0 .1897Sig. 0.001

In fo rma l 0 .1253Sig. 0.012

M o d e r n 0 . 2 7 5 6Sig. 0.001

Mus ica l 0 .4386Sig. 0.001

O rg a n i z e d 0 . 2 1 2 6Sig. 0.001

We a l t h y 0 . 1 9 4 7Sig. 0.001

( b ) D a n i s h A r t v i s i to r sAw a r e 0 . 2 9 3 9

Sig. 0.001B o r i n g - 0 . 3 1 6 1

Sig. 0.001C r o w d e d - 0 . 1 4 9 0

Sig. 0.004Expens ive 0 .1455

Sig. 0.005Hyg ien i c 0 .2722

Sig. 0.001I n f o r m a l 0 . 1 8 3 2

Sig. 0.001M o d e r n 0 . 3 8 7 6

Sig. 0.001Mus ica l 0 .3004

Sig. 0.001Organ ized 0 .2518

Sig. 0.001We a l t h y 0 . 1 3 2 9

Sig. 0.010

N S

- 0 . 1 9 0 4 N SSig.0010.1294 NSSig .0100.2607 NSSig. 0.0010 . 2 0 4 7 - 0 . 1 6 5 2Sig. 0.001 Sig. 0.001

0.3757 NSSig. 0.0010.1804 NSSig. 0.0010.3318 NSSig. 0.0010.2257 NSSig. 0.001

- 0 . 1 3 8 4Sig. 0.007- 0 . 1 6 2 0 N S

Sig. 0.0020.1722 NSSig. 0.0010 .2905 -0 .1545Sig. 0.001 Sig. 0.0030.1907 - 0.2246Sig. 0.00 l Sig. 0.00 l0 . 4 8 2 3 - 0 . 1 4 9 9Sig. 0.00 l Sig. 0.0040 . 2 0 3 9 - 0 . 1 7 4 6Sig. 0.001 Sig. 0.0010.2815 NSSig. 0.0010.2330 NS

Sig. 0.001

- 0 , 11 2 3Sig. 0.025-0 .2029 0 .2105Sig. 0.001 Sig. 0.001N S N S N S

-0 .1 60 0 [ I .1689 0 .3181 0 .1316Sig. 0.001 Sig. 0.001 Sig. 0.001 Sig. 0.009N S N S N S N S

- 0 .1982 0 .2567 0 .3700 NSSig. 0.001 Sig. 0.001 Sig. 0.001-0 .12 70 0 .3181 0 .2277 N SSig. 0. 0l l Sig. 0.001 Sig. 0.001

N S

- -0 .1928 0 .2769Sig. 0.001 Sig. 0.001-0 . 11 54 NS 0 .1981Sig. 0.02 6 Sig. 0.001NS 0 .2302 0 .2935 0 .2397

Sig. 0.0 0l Sig. 0.001 Sig. 0.001NS NS 0 .1108 NS

Sig. 0.032--0 .17 59 0 .3757 0 .3530 NSSig. 0.001 Sig. 0.001 Sig. 0.001NS 0 .2792 0 .2586 NS

Sig. 0.001 Sig. 0.001

0.1341Sig. 0.0070.3488 NSSig. 0.0070.1875 0.1803 0.3045Sig. 0.001 Sig. 0.001 Sig. 0.001

0.1932Sig. 0.001[).2500 0.1475Sig. 0.(t01 Sig. 0.0040.2485 NS

Sig. 0.001

0.3244

Sig. 0.001NS, not s igni f icant a t 0 .05 .

4 6 2


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Imagery of Denm ark amo ng visitors: V Andersen et al

f a i r y -t a l e ca s t le a n d p o p u l a t e d b y f ri e n d ly, h e a l t h ya n d g o o d - l o o k i n g p e o p l e r i d i n g b i c y c l e s . I n t h e s ei n s t a n c e s t h e e x p e r i e n c e l e a d s t o t h e r e i n f o r c e m e n to f th e p r e - i m a g e . C u l t u r a l t o u r i s ts a r e n o t a h o m o g -e n o u s g r o u p w i th e x c lu s iv e l y c u l t u r a l m o t i v a t io n s ,a n d w h e n s e l e c ti n g D e n m a r k a s a d e s t i n a ti o n , t h em o t i v a t i o n t o u n d e r t a k e c u l t u r a l v i s i t s m u s t h a v eb e e n s u b o r d i n a t e t o o t h e r m o t i v a t io n s . H o w e v e r ,p o t e n t i a l t o u r i s ts f o r w h o m a c u lt u r a l m o t i v a t i o n i sc u r r e n t l y p r e d o m i n a n t w i l l n o t e v e n i n c l u d eD e n m a r k i n t h e i r p e r c e i v e d o p p o r t u n i t y s e t ,p r e c l u d i n g s e l e c t i o n a l t o g e t h e r.

T a b l e 10 Images o f ho l idays in Den mark

F l o r a D a n i s h

D a n i c a A r t

Selected: (percentages)Bicycle holidays 48.0 46.4Farm hou se hol idays 45.3 44.8Ho lidays with children 35.5 32.8Historic buildings 32.5 31.2Mu seum s and gal ler ies 31.5 43.2Th eat res and ballet 13.5 11.5Fo od 12.8 16.3Sho ppin g 10.0 12.5Hikin g 9.8 11.5Beach holidays 9.0 16.8Nightlife 6.3 7.2Classical m usic 4.3 4.3Spo rt 3.8 7.5Pop music and jazz 2 .5 4 ,3N = 1179 1125

A s m e n t i o n e d e a rl ie r , a t t e m p t s a r e b e i n g m a d e t om o d i f y D e n m a r k ' s i m a g e b y t h e n a t i o n a l t o u r is ma g e n c y, t h o u g h t h is c a m p a i g n is c u r r e n t l y r e s t r i c te dt o th e N e t h e r l a n d s a n d G e r m a n y. T h e o r g a n i ze r s o fc u l t u r a l e x p o r t s s u c h a s t h e e x h i b i t i o n s s u r v e y e d d on o t f it n e a t l y i n t o G a r t n e r ' s -~ h i e r a r c h y, a s t h e i rm o t i v a t io n s e x t e n d b e y o n d p u r e i m a g e p r o j ec t io n t ot h e p u r s u i t o f i n t e r n a t i o n a l c u l t u r a l r e l a ti o n s .H o w e v e r , in t hi s c o n t e x t t h e y t o o m a y b e r e g a r d e da s i n d u c e d i m a g e f o r m a t i o n a g e n t s , a s t h e p r o d u c tp r e s e n t e d i s c a r e f u l ly s e le c t e d , f i n a n c e d a n dc o n t r o l l e d b y t h e e x p o r t a g e n c y. T h e e x h i b i ti o n ss u r v e y e d r e - k i n d l e d i n t e r e st i n D e n m a r k a s a d es t i-n a t i o n a m o n g s t f o r m e r v i si to r s b y c r e a ti n g a n e wa w a r e n e s s o f th e c u l t u r a l r e s o u r c e s o f t h e c o u n t r ya n d t h u s t h e p o t e n t i a l f o r a c u l tu r a l ly m o t i v a t e dv i s i t . G a r t n e r s u g g e s t e d t h a t i m a g e p r o m o t e r s m u s ts e l e c t t h e r i g h t m i x o f i m a g e f o r m a t i o n a g e n t s t om a x i m i z e t h e i r s ca r c e r e s o u r c e s , a n d t h e r e i se v i d e n c e h e r e t o s u p p o r t t h e p r o p o s i t i o n t h a tt o u r i sm m a r k e t i n g o r g a n i z a t i o n s m a y c o n s id e r m o r ef o c u s e d c o l l a b o r a t i o n w i t h c u l t u r a l o r g a n i z a t i o n s t os t i m u l a t e a w a r e n e s s a n d i n i t i a t e t h e i m a g e m o d i f i c a -t i o n p r o c e s s. T h e i m p a c t o f t h e s e o r g a n i z a t i o n s o ni m a g e f o r m a t i o n d e s e r v e s f u r t h e r i n v e s t i g a t i o n . Af u r t h e r g e n e r i c i m p l i c a t i o n i s t h a t t h e i m p l i c i ta c c e p t a n c e o f w i d e l y h e l d i m a g e s o f a d e s ti n a t i o nm a y n o t b e a p p r o p r i a t e t o to u r i s m d i v e r si f ic a t io ni n to n e w m a r k e t s. N e w i m a g e s m a y n e e d t o b ep r o m o t e d a n d t hi s n e e d s t o b e u n d e r t a k e n o n t h eb a s e s o f th e e x p e r i e n c e d i f f e r e n t m a r k e t s e g m e n t s

a m o n g p o t e n t i al t o u r is ts m a y d e m a n d .Table 11 Frequen cies of holiday deta i ls for v is itors who had vis i ted Den ma rk (percen tages)

F l o r a D a n i c a v i s i t e d D e n m a r k D a n i s h A r t v i s it e d D e n m a r k

Type o f v i s i t t o DenmarkHolidays/pleasure 78.0 69.0Bus iness 28.3 22.8Visit ing friends/relatives 15.2 22.8Educat ion/exch ange 6 .9 11.7

n = 145 n = 145W h e t h e r v i si te d a n y o f t h e Tho se who had vis ited the s i te (%) Tho se who had vis ited the s i te (%)

fo l lowing a t t r ac t ionsThe Li t t le M erma id 88.4 76.9

Tivol i Ga rden s 80.8 78.3Elsinore Castle 51.4 49.7The Viking Ship Mu seum 41.8 44.8Bir thplace of H.C. An dersen 40.4 25.9Rosenborg Pa lace 39 .0 35.7The Old Tow n' in Arhu s 36.3 37.1Roya l Copenhagen 34 .2 27.3Car lsberg Brewery 26.0 25.9Leg olan d 25.3 22.4The Na t iona l Mu seum 19.9 28 .0Sta te Museum of Ar t 15.8 24 .5The Royal Th eatre 14.4 16.1Louis iana 11.6 25. 9Museum of Decora t ive Ar t s 11.0 12.6

n = 146 n = 143

Percentages are g iven ini ta l ics for a t t rac t ions of re levance to the exhibi t ion.

4 63


12/12

lmag e~ o f Denm ark amon g v i si to rs : V Ander sen e t a l

Ta b l e 1 2 T h e e f f e c t o f h a v i n g v i s i te d D e n m a r k o n f a m i l i -a r it y w i t h a n d e x p r e s s e d p r o p e n s i t y t o v is i t D e n m a r k( s i g n i f i c a n c e l e v e l s o f t w o s a m p l e Z 2 c o e f f i c i e n t s ; D a n i s hA r t E x h i b i t i o n o n l y)

S i g n i f i c a n c e l e v e l s

F a m i l i a r w i t h a n y o f t h e a r t i s t s 0 . 0 00 0 1b e f o r e t h e e x h i b i t i o n

F a m i l i a r w i t h a n y o f t h e e x h i b i t s 0 . 00 0 1 3b e f o r e t h e e x h i b i t i o n

I f t h i s v i s i t c o n t r i b u t e d 0 . 0 0 8 1 0t o t h e i r k n o w l e d g e o fD a n i s h c u l t u r e

I f e x h i b i t i o n h a s i n s p i r e d 0 . 00 4 3 4t h e m t o l o ok o u t f o r o t h e rD a n i s h e x h i b it i o n s

I f t h e e x h i b i t i o n h a s 0 . 0 00 0 9i n s p i r e d t h e m t o v i si t D e n m a r ki n t h e n e x t 2 y e a r s

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Rece ived Februa ry 1997Accep ted May 1997

4 6 4

andersen 1997 tourism-management

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