Publication Date

Spring 6-8-2016

Document Type

Refereed academic paper for presentation


The overarching purpose of the research is to gain an in-depth understanding of mobile technology adoption / non-adoption in a festival context. This project begins to address factors that affect how and why festival attendees use / do not use mobile devices and is informed by The Unified Theory of Acceptance and Use of Technology (UTAUT). The effects of age and gender on mobile device use were examined and revealed that there were no significant differences between male and female with regards to use but that age is significantly related to use. Specifically, younger attendees were more likely to use mobile devices in a festival context.

This research improves our understanding of technology acceptance and use in festival contexts and will provide useful insight leading to more expansive technology use and acceptance behavioural modeling using UTAUT as a framework to guide structural equation modeling analyses.