Purpose This paper aims to explore the characteristics (i.e. complex, specific) of destination image as perceived by visitors and non-visitors to a tourist place. Design/methodology/approach Overall, 42 semi-structured interviews were conducted with Czech and Greek visitors and non-visitors to London, the UK. From the 21 interviews in each country, 11 conducted with visitors and 10 with non-visitors to London. Findings A number of characteristics of the image of London were identified that differed across visitors and non-visitors, irrespective of respondents’ nationality, including accuracy, specificity, completeness and complexity. Research limitations/implications The characteristics of image of different types of destinations (i.e. rural, seaside resorts) need to be assessed in the future, as this paper focused on a well-known urban destination. Practical implications This paper provides support for effective and innovative solutions to place marketing and branding of tourist destinations. For example, greater complexity and more specific images should be used to attract the repeating visitors market. Originality/value The paper’s originality lies in providing a better understanding of the characteristics of destination image, as perceived by visitors and non-visitors to a tourist place.

ABSTRACT:This article provides much needed understanding of destination images held by non-visitors.Recognizing the characteristics of non-visitor images and their formation is important in order to understand images more widely. This qualitative study assesses images of London. The Findings indicate that images can be very persistent and that the first images formed of a destination endure over time. Although the research is based on people with no direct experience of London, the research highlights that a range of secondary 'experiences' influence image formation.

Full bibliographic details must be given when referring to, or quoting from full items including the author's name, the title of the work, publication details where relevant (place, publisher, date), pagination, and for theses or dissertations the awarding institution, the degree type awarded, and the date of the award.

The aim of this study is to explore the idea that people can imagine themselves in a destination and can have imagined experiences. This broadens our understanding of how people think about destinations and provides an extension of the established destination image literature and that which explores actual tourist experiences. The research involved asking 300 Czech residents who had never been to London to imagine what it would be like to visit. Their responses were examined qualitatively using thematic analysis. The findings suggest that people can imagine experiences and that these involve a range of sensations, much like “real” experiences.