Congruity and Incongruity between Projected (DMO) and Perceived (UGC) Destination image – A Comparative Content Analysis

User-generated Content (UGC) in the digital world has gained credibility as a kind of word-of-mouth recent years with advent new Information and communication technologies (ICT). Travelers rely on UGC information than DMO content while travel decision-making process. No previous research been conducted to correlate both destination images Kerala. The study analyzes dominant attributes image Kerala presented through Visual Content. Also, find out whether there is any commonality between pictures posted by tourists or vice versa. Images were gathered for this from DMO’s website (www.keralatourism.org), Instagram, Facebook, two most popular social media platforms worldwide. By applying analysis methodology collected Tourism, objectives are attained. Data last five considered understand latest trends changing patterns. results aid tourism stakeholders planning effective marketing strategies capture imagination tourists, hence creating better online.