“…Data were manually extracted, similar to Zhang, Ji, Wang, and Chen (), from TripAdvisor forum pages of 10 small U.K. destinations. Many studies involving travel review sites (e.g., Banerjee & Chua, ; Liu, Teichert, Rossi, Li, & Hu, ) use web crawlers or scrapers; however, due to the qualitative nature of this study, a more practical and purposeful approach had been adopted. The basic unit of analysis in this study is a posting sporting a question by an original poster (OP) who starts a thread discussion.…”