Abstract
Abstract Posting images on social networking services has been known to increase the content's usefulness and diffusion, affect travelers' psychological states, and influence the branding of destination management organizations and accommodations. This study highlights that readers' responses are necessary to ensure the impact and elucidates that image posts that encourage many likes contain characteristic travel episodes. Image posts on tourism in Kyoto, Japan, on Twitter were collected, and a content analysis of the text and images was performed by applying machine learning. The results revealed that image posts that encourage many likes contained episodic words in the text, and the images contained episodic representations that indicated posters' experiences and emotions. The results and theory of autobiographical memory explained why episodes promote likes and ensure the impact of image posts and the significance of episodic image posting and likes on destination management.
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