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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.
Stylidis et al. (Mon,) studied this question.