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.

目的地图片的感知可能非常不同；因此，了解是什么有助于他们的审美感知至关重要。这项研究探索了 400 张在 Instagram 上发布的带有流行标签#beautifuldestinations 的目的地图片的审美感知。这些图片是根据他们对描绘内容的感知美学和五个选定的设计视觉元素（颜色、光线、线条、视角和焦点）的感知影响进行检查的。使用问卷（n = 200）收集数据，聚类分析确定了 12 个内容聚类。结果表明，自然元素的图片比人造元素的图片更具美感，这表明图片的内容潜意识地影响了目的地图片的感知美感。此外，五种视觉元素的感知影响在不同的集群中有所不同。从理论上讲，这些发现有助于现有的美学文献，并为目的地管理组织的在线营销提供实际实施。