Factors Influencing Mobile Tourism Recommender Systems Adoption by Smart Travellers: Perceived Value and Parasocial Interaction Perspectives

Abstract

This study aims to investigate the role of perceived value and paraso cial interaction that encourages smart travellers in adopting mobile tourism recom mendation 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 recom mendation 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