The unified theory of acceptance and use of technology 2: understanding mobile device use at festivals

ABSTRACT

This research advances understanding of mobile device use in a leisure context by applying and expanding the Unified Theory of the Acceptance and Use of Technology 2 (UTAUT2) to festival settings. Through on-site surveys at three festivals the UTAUT2 model and an adapted version for mobile device use at a festival were examined using confirmatory factor analysis and structural equation modelling. Results reveal that the modified UTAUT2 demonstrates good fit, and the main factors affecting device use at festivals are performance expectancy, hedonic motivation, habit and age. The findings suggest that the festival context plays an important role in understanding use and should be included in future research. By knowing factors that affect use, practitioners can design experiences where technology enhances the festival and does not interfere with attendees’ experiences.

KEYWORDS:

• Festivals
• Information and Communication Technology
• mobile device
• mobile phone
• UTAUT2
• SEM

Acknowledgments

Thank you to the Social Sciences and Humanities Research Council of Canada for funding this research.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by the Social Sciences and Humanities Research Council of Canada [Insight Grant];

Notes on contributors

Christine M. Van Winkle

Christine M. Van Winkle is a Professor in the Faculty of Kinesiology and Recreation Management at the University of Manitoba. Christine's research examines visitors' experiences in a range of tourism and leisure contexts including festivals, parks and cultural sites.  Christine uses diverse methods to explore social psychological, consumer behaviour and communication theories to inform practice.

Jill N. H. Bueddefeld

Jill N. H. Bueddefeld is a doctoral candidate in the Clayton H. Riddell Faculty of Environment, Earth, and Resources at the University of Manitoba. Her research focuses on nature-based tourism, particularly learning and sustainable behaviour change. Jill has worked on an array of tourism and leisure research studies which have explored different visitor contexts and methods of evaluation.

Elizabeth A. Halpenny

Elizabeth A. Halpenny is an Associate Professor in Kinesiology, Sport, and Recreation at the University of Alberta.  Elizabeth conducts research in the areas of tourism, marketing, environmental psychology, and protected areas management. Elizabeth’s research focuses on individual's interactions with nature environments, tourism experience, and environmental stewardship.

Kelly J. MacKay

Kelly J. MacKay is Professor & Vice-Provost Academic at Ryerson University in Toronto, Canada where she is a member of the Ted Rogers School of Hospitality and Tourism Management. In her research, she has worked extensively with Parks Canada, many DMOs, and major festivals. Her recent research examines mobile technology in festival settings. Kelly is an editorial board member of the Journal of Travel Research and a Past President of TTRA Canada.