Exploring Internet Influence towards Travel Satisfaction

AbstractThis exploratory research has been developed to explore the international tourists’ satisfaction of an overseas travel experience by the influence of internet. In this study, four independent variables, namely “functional benefits”, “complexibility”, “perceived risks” and “costs” were being employed to determine the satisfaction level of 211 international tourists who were visiting Malaysia in between January to April, 2013. The research findings by multiple linear regression and logistic regression have indicated that all variables were significantly influencing their satisfaction except perceived risks. Although this research is preliminary in nature, it acts as a stepping stone for various travel and hospitality industry players, potential academicians and tourism researchers to study further on the importance of internet towards tourists’ decision making while selecting their vacation trips and determine their revisit intention in the long run. Besides, this paper would also provide some insightful information on how tourism industry in Malaysia should “serve” their customers based on the several significant dimensions as discussed in the paper