Destination image (DI) is an important factor in destination choice and destination competitiveness. In this relation, the purpose of this study is to explore online-perceived image of Antalya by using content analysis and visual analysis. The perceived image was examined through tourist-generated content (TGC). Totally, 1500 photos taken from Instagram were selected as the representative sample. The results showed that “natural environment” (769), “specific Activities” (428), and “food & beverage” (238) were the top three most represented categories of cognitive dimension. Additionally, most of tourists have positive attitude (94%) toward Antalya. They have seen Antalya as a pleasant, exciting, and relaxing destination.
