This thesis examines the intentional projected images of the DMO of Aruba and theunintentional projected images of user-generated content (UGC) on Instagram through aquantitative comparative content analysis. The study presents the concepts of visual-usergeneratedcontent (VUGC), Instagram, destination brand image, and the projected images(intentional and unintentional). This research investigates the main dimensions and attributesthrough the manifest content of DMOs and VUGC on Instagram that construct the projecteddestination brand image. NVivo and Excel sheets were used to analyse the data retrieved viaInstaloadgram.com. Afterwards, the findings were illustrated in tables to provide an overviewof the frequencies of the dimensions and attributes within the DMO sample and the UGCsample. Also, the manifest content of both samples has been interpreted by the researcher. Inaddition, image maps were drawn in Word to visualise the dimensions and attributes to identifywhether those corresponded to the content of DMO and UGC. Hence, those image maps showthe relationship between the different dimensions and attributes. The main findings discoveredthat both samples have many similarities. Nonetheless, minor differences were detected in thevisual data of the DMO and UGC. However, these few differences in manifest content couldimpact the projected destination brand image of Aruba. Moreover, this study contributed indeveloping a standardised method to analyse visual content and extended the knowledge withinthe region of South America.