Binbasioglu, HulisiYilmaz, Yasemin KeskinYilmaz, Mehmet Baris2026-06-192026-06-192023978-3-031-26831-1978-3-031-26829-8978-3-031-26828-12198-72462198-7254https://doi.org/10.1007/978-3-031-26829-8_26https://hdl.handle.net/20.500.12899/61589th International Conference of the International Association of Cultural and Digital Tourism-IACuDiT -- SEP 01-03, 2022 -- GREECEThe main purpose of this study is to reveal how the posts of popular travel influencers who produce special content for Cappadocia, an attractive destination in Turkey, determine the image and perception of Instagram users about the region. For this purpose, user comments (emotions, thoughts, expectations, etc.) on the posts of influencers about Cappadocia on Instagram were examined by the netnography method. The analysis was applied to the comments made by the social media users on posts of three travel influencers who visited Cappadocia between 1 January and 15 August 2022 and shared with related tags. Considering the findings obtained from the social media user' comments, the posts of the travel influencers about Cappadocia activated the emotions of the users and contributed positively to the perception of the region.eninfo:eu-repo/semantics/closedAccessSocial MediaInstagram InfluencersDestination ImageNetnographyCappadociaConference Object10.1007/978-3-031-26829-8_264174322-s2.0-85163365327Q4WOS:001562295300026N/A0000-0003-0928-2481