Aesthetic perception analysis of destination pictures using #beautifuldestinations on Instagram

Destination pictures can be perceived very differently; thus, it is critical to understand what contributes to their aesthetic perception. This study explored the aesthetic perception of 400 destination pictures posted with the popular hashtag #beautifuldestinations on Instagram. The pictures were examined based on their perceived aesthetics of the portrayed content and the perceived influence of five selected visual elements of design (colour, light, line, angle of view, and focus). Data was collected using questionnaires (n = 200), and cluster analysis identified 12 content clusters. Results revealed that pictures showing natural elements were more aesthetically pleasing than pictures representing man-made elements, suggesting that the content of pictures subconsciously influences the perceived aesthetic perception of destination pictures. Additionally, the perceived influence of the five visual elements varies within different clusters. Theoretically, the findings contribute to existing aesthetic literature and present practical implementations for Destination Management Organisations' online marketing.