Various Heidi-destinations try to model themselves after expectations raised by television series or children's books. This is not always an easy task; the Japanese visitor expects Heidi to have a dog, while in the European mind she is surrounded by goats. And Americans think of her as a cow-girl. As the tourist industry uses this fictitious character to sell core Swiss values, a rather eclectic reality is created that caters to the diverse images of Switzerland the visiting guests bring with them.