Ph.D. Raúl Valdez Muñoz, Department of Tourism, Business & Economics School, Universidad de las Américas, Puebla, Sta. Catarina Mártr, Cholula, Puebla, México, This email address is being protected from spambots. You need JavaScript enabled to view it..


Travel is one of the most popular items people tend to be comfortable with purchasing over the Internet. Hypertext is a form of electronic text composed of blocks of words (or images) linked electronically by multiple paths, chains, or trails. This study explores the importance of hypertext in the travel destination choice from websites. Results show that hypertext links containing images of destinations, informative texts, and search tools are the three most important features utilized by tourist website browsers. This study aims to offer insights into new areas for further research on tourism websites design, application and evaluation.

Keywords: travel, internet, websites, destination choice, hypertext.