Since there were no suggestions, I guess this was a basic newb error.
My consclusion is that it appears that the krpano viewer will only access jpgs from within its own directory and subdirectories. I think the structure of my URL's makes the viewer flash file think it's in a different location to the image directories.
My workaround is to use an iframe. To avoid creating an HTML file for each iframe/pano, I just create an index file with an include that points to the actual iframe HTML file and pass a variable in the URL.
Here's my first effort working: http://www.uktripper.co.uk/visits.cfm/kinver-edge/
There seems to be a problem with a corrupt cached image though. Otherwise, pretty pleased.
Any critique is welcome.