Tourist destination image (TDI) is considered crucial when planning a holiday or trip.
The aim of this paper is to propose a methodology combining content analysis and composition analysis
to observe the (in)congruity between both sides of the TDI (supply-side projected vs. demand-side perceived).
This method is applied to an outstanding Mediterranean destination, Catalonia, based on three
different information sources: induced (Catalan Tourist Board dossier), autonomous (Lonely Planet travel guide),
and organic (UGC: user-generated content). Findings emphasize discrepancies between projected and perceived images
in three aspects of the TDI, namely, multiscalar destination image, cognitive image, and affective image.