Suwadee TalawanichNorman AuSchool of Hotel and Tourism Management, The Hong Kong Polytechnic UniversityMahidol University2020-10-052020-10-052020-01-01International Journal of Hospitality and Tourism Administration. (2020)15286499152564802-s2.0-85091121858https://repository.li.mahidol.ac.th/handle/20.500.14594/59019© 2020 Taylor & Francis Group, LLC. This research examines the impact of the determinants of perceived value and intention to adopt mobile applications for airline crisis communication. Value-based adoption model and prospect and mental accounting theories underpin the proposed research model. The findings obtained from structural equation modeling show that airline passengers assign a large weight to the benefits of such apps, namely, usefulness of location-based messages and usefulness of customized-need messages, with an emphasis on the former. Conversely, sacrifice elements are considered negligible. The factors affecting the intention to adopt airline mobile applications during crises are validated theoretically. Suggestions for desired airline mobile application features are also discussed.Mahidol UniversityBusiness, Management and AccountingArticleSCOPUS10.1080/15256480.2020.1805087