Visual destination image from online perspective: The case of "GoTürkiye"<sup></sup>

This study has analysed the visuals of the website "goturkiye.com", which contains information about travelling to Türkiye through the ten destinations attracting the most tourists within the country. The data source used in the study includes the images of the ten most visited destinations in Türkiye on the website "goturkiye.com". In the research, the relevant images were analysed through content analysis, a qualitative research method. The study demonstrates that the images of the ten destinations with the most visitors to Türkiye on the website "goturkiye.com" are not constrictedly positioned. The images highlight these destinations as strong geographical and historical-cultural sites. Content-wise, the visuals of the most visited destinations on the website cater to market segments that are aligned with the travel interests of visitors. There is a need for various studies in the literature to analyse Türkiye's marketing approach. Therefore, this study aims to contribute to the literature by evaluating Türkiye's destination image in the online environment from a visual perspective. It seeks to provide unique insights and reach significant marketing conclusions through its analysis.