Holland as other place and other time: alterity in projected tourist images of the Netherlands

Abstract

Geographers show keen interest in projected images employed in tourism as these images both reflect the ideas of the image producers and influence tourists’ perceptions and (spatial) behaviour. This article focuses on intentional and unintentional projected images of the Netherlands. The former is especially selective: it relies on stereotypes and presents Holland. The unintentional projected image created in four travel guides is less stereotyped. While the focus is still on Holland, other areas of the country are presented as well. Both intentional and unintentional projected images rely on ’othering’ and ’alterity’ to make the Netherlands a unique destination and to offer the tourists a trip that is far from everyday life. However travel guides use ’alterity’ in different ways and at different levels of scale to create a regional geography of the Netherlands as well.