Dedi I. Inan, Zaenal Abidin, Achmad Nizar Hidayanto, Muhammad Erlangga Rianto, Fadhlan Zakiri, Muhammad Dimas Praharsa, Kongkiti Phusavat
This study aims to investigate the role of perceived value and parasocial interaction that encourages smart travellers in adopting mobile tourism recommendation systems (MTRS). This research is conducted by distributing an online questionnaire and obtained 172 respondents. The results show that functional, hedonic, and social value affect the perceived usefulness of the tourism recommendation system. While social interaction is only influenced by social value, both perceived usefulness and parasocial interaction affect the smart traveller’s intention to use and recommend MTRS. Thus, this research contributes both on practices and theory, in particular revealing the perceived values of MTRS and their impact on parasocial interaction and adoption intention, which is rarely explored in the literature. © Springer Nature Switzerland AG 2020.
The University of Papua, Manokwari, 98314, West Papua, Indonesia; Universitas Negeri Semarang, Gunungpati, Semarang, 50229, Jawa Tengah, Indonesia; Universitas Indonesia, Depok, 16424, Jawa Barat, Indonesia; Kasetsart University, Bangkok, Thailand
