This study analyzes the digital destination branding and regional promotion strategies implemented through the "GoAydın" Instagram account. Recognizing social media's critical influence on traveler perceptions, the research evaluates the efficacy and geographical inclusivity of the content shared by regional Destination Marketing Organizations (DMOs). Methodologically, the study employs a qualitative research design using systematic content analysis. The sample includes 605 posts shared from the account's inception until December 2025. Data were categorized using open and axial coding based on content typology, spatial distribution, and featured attractions. To ensure methodological rigor, the coding scheme was cross-validated for inter-coder reliability.

The findings reveal that promotional strategies are heavily skewed toward three primary themes: historical monuments (28.1%), coastal-maritime scenery (21.2%), and natural landmarks (20.5%), highlighting a focus on cultural heritage and traditional sun-sea-sand tourism. A significant spatial imbalance was identified, as Kuşadası (25.3%) and Didim (16.0%) dominate the digital space, accounting for over 41% of total content. This validates a persistent "center-periphery" dynamic, where globally recognized coastal hubs receive disproportionate visibility compared to inland districts like Koçarlı or Yenipazar. Furthermore, user engagement patterns reflect a "low-engagement" profile, with 52.7% of reactions being primarily emoji-based. Although the 20.9% share of English comments suggests international visibility, the rate of viral dissemination remains limited. Ultimately, the study underscores the need for a more inclusive spatial representation and advanced engagement strategies to move beyond passive digital consumption in regional tourism branding.