Valdez Munoz, Raúl2018-01-222018-01-222012Valdez Munoz, R. (2012). The Role of Hypertext in Consumer Decision Making. The Case of Travel Destination Choice. Journal of Entrepreneurship, Management and Innovation, 8(3), 78-942299-7326http://hdl.handle.net/11199/10264Travel 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 multple paths, chains, or trails. This study explores the importance of hypertext in the travel destnaton choice from websites. Results show that hypertext links containing images of destnatons, informatve texts, and search tools are the three most important features utlized by tourist website browsers. This study aims to offer insights into new areas for further research on tourism websites design, applicaton and evaluaton.en-USopen accessAttribution-NonCommercial-ShareAlike 3.0 Polandtravel, internet, websites, destnaton choice, hypertextarticle