ABSTRACT
This paper revisits the value of online tourism forums as a vehicle for value co-destruction and corresponding responses by different users. Employing a content analysis of 469 trolling episodes recorded on Lonely Planet Thorn Tree forums, the research showed how such incidents allude to value co-destruction. However, the research also showcases how trolling victims respond to these unprovoked episodes by employing one, or a combination of three approaches—ignoration, rebuttal and re-orientation to deal with value co-destruction. In doing so, the research has contributed to a nuanced understanding of value co-destruction triggered by trolling, and corresponding responses as within forums. This provides a useful starting block for destination social media accounts to ensure that they take proactive measures to address trolling before they can create toxic online environments.
