This study covers a quantitative research. The study is conducted in the context of online tourism services.
Population sampling frame refers to Malaysian consumers who have experienced participating in tourism websites
for instance Agoda, TripAdvisor, Booking.com, Groupon and so on. In terms of the research context, online tourism
services’ community represents a growing number of non-reciprocal marketing phenomena. The sample is collected
mainly from online tourism communities. A small portion of samples are users recruited from Facebook and offline.
The online members are selected with considerations regarding the community size and reputation based on number
of members who likes the website and the talking about the website. Both members and visitors can access all forums. Table 1 is provided to show the size and reputation of these online communities.