Behavior and preferences in browsing the travel and tourism websites

Understanding the web surfers´ behavior and preferences allows the travel and tourism service providers to strategize their businesses effectively. Thus, the aims of this research are to explore and examine the correlations and differences in terms of web browsing preferences among the locals (the Malaysians) and international web surfers. We categorized the travel and tourism websites into two namely Hotel websites; and other travel and tourism websites. We performed an analysis using the Pearson´s correlation. Then, Levine´s tests followed by independent samples T-tests were conducted. Finally, we proposed some recommendations to the travel and tourism service providers, and discussed the limitations of the study and future directions of research.