Mobile device use at festivals: opportunities for value creation
International Journal of Event and Festival Management
ISSN: 1758-2954
Article publication date: 10 October 2016
Abstract
Purpose
The purpose of this paper is to understand mobile device (MD) use in a festival context. Festivals offer a range of opportunities and activities to use a MD making this context ideal for understanding digital experiences during leisure. The guiding research question asked how do festival attendees use MDs at festivals. The Typology of Human Capability (THC) provided a framework to enhance the understanding of digital experiences at festivals.
Design/methodology/approach
This research involved six festival case studies where semi-structured interviews were conducted with attendees on-site. Interview questions focused on how festival attendees used MDs during the festival. Data were analyzed using directed content analysis guided by the THC.
Findings
On-site interviews with 168 attendees revealed that data support the THC dimensions and constructs (sensing, linking, organizing and performing). This typology advances the understanding of the range of digital customer experiences currently available at festivals.
Research limitations/implications
The addition of context to the THC is recommended to enhance its utility in application. As a limited number of festivals were included, the specific findings may not apply to all festivals but the implications are relevant to a range of festivals.
Practical implications
Operational definitions of the THC constructs within the festival setting were identified and provide opportunities for developing digital experience offerings.
Originality/value
This study provided the first comprehensive examination of MD use in festival contexts and in so doing offered data in support of Korn and Pine’s (2011) THC. The findings reveal opportunities for modifying the THC to increase its applicability in a range of settings.
Keywords
Acknowledgements
This research was supported by the Social Sciences and Humanities Research Council of Canada. The authors wish to thank the participating festivals and attendees for their involvement in this research.
Citation
M. Van Winkle, C., Cairns, A., J. MacKay, K. and A. Halpenny, E. (2016), "Mobile device use at festivals: opportunities for value creation", International Journal of Event and Festival Management, Vol. 7 No. 3, pp. 201-218. https://doi.org/10.1108/IJEFM-04-2016-0025
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited