The Motivation of Tour Guide in Using “Guidemu”: A Mobile Application-Based Tour Guide Service

Abstract

The advancement of technology phenomena, particularly mobile based application, creates distinctive challenges for companies that run tour guide service business. This study focuses on the development of Guidemu as a mobile application tour guide service encouraged by the idea of sharing value creation from the involved actors. One of the actors who plays an important role is the tour guide who acts as a company partner as well as the customer. Therefore, this study aims to identify tour guide motivation to utilize Guidemu application and provides recommendation for further development. Indepth interview was conducted with several tour guides from Guidemu application. This study had significant implication to Guidemu application designer in enhancing the utility and providing positive experience to the tourists. The research finding is enabled to fill the research gaps in the field of mobile application acceptance and tour guide motivation to make use of mobile application which has not been studied further.