Clearly, I am not part of the phenomenon that is "set-jetting". This involves holidaying in places purely because they have prominently featured in a book or film. Hence the popularity of the island of Cephalonia in Greece after the success of Captain Corelli's Mandolin by Louis de Bernieres, New Zealand after the Lord of the Rings films and, closer to home, visitors to Rosslyn Chapel, as featured in The Da Vinci Code by Dan Brown, increasing from 9500 a decade ago to 68,000 last year.

So, if the process is so meaningful, so worthy, why does it seem so tacky? Why would I sooner sit sunburned, eating eggs and chips in a Spanish resort while moaning that the ketchup isn't Heinz than go to New Zealand explicitly because I'd seen Lord of the Rings? Perhaps because it seems to demonstrate a complete lack of imagination, or, rather, it involves taking something that has gripped the imagination and then choosing to do something entirely unimaginative with it. For instance, Lord of the Rings itself is, on many levels, a compelling, exciting adventure;