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Introduction
Mobile devices (MDs) and the applications accessed through these devices are increasingly a part of our everyday lives. Mobile subscriptions globally exceed four billion unique mobile subscribers (GSMA Intelligence, 2016) and a large majority (80 percent) of internet users worldwide access the internet using smartphones. Given the pervasiveness of MDs and their uses we need to better understand how individuals and organizations engage with this technology in varying life domains.
Much of the information and communication technology (ICT) use research to date has focused on the work environment with less research directed to exploring mobile technology in free-choice, leisure and tourism contexts (Lepp, 2014a). This is problematic because the reasons mobile technology is used in these contexts are quite different and ICTs change “how, when and where leisure is experienced” (Sintas et al., 2015, p. 80). In formal settings, technology is often used to enhance collaboration or allow for greater participation, whereas in voluntary settings the devices are often intended to enhance the experience (Phipps et al., 2008). While various forms of ICT are becoming common in many aspects of our lives, we have only begun to understand the implications of digital technology for designing customer experiences during leisure and tourism (Neuhofer et al., 2014; Pine and Korn, 2011).
Many leisure, tourism and event organizations are finding ways to connect with consumers through technology to create meaningful experiences (Neuhofer et al., 2015) and yet little research has been undertaken to understand the role of MD use during leisure (Lepp, 2014b). Recent research has suggested that additional value is provided when MDs are integrated into experiences where individuals “gather information, enrich and construct experiences” (Neuhofer et al., 2015, p. 791). Festival organizations, like many event organizations, are using a range of digital and mobile technology including social media, the internet and smartphone applications to develop relationships with customers and to engage people in festival activities and experiences (Van Winkle and Comer, 2011). MD use continues to proliferate and according to Lepp (2014b), “timely and socially relevant” (p. 219) research in leisure settings is needed.
Korn and Pine’s (2011) Typology of Human Capability (THC) presents a conceptual framework for understanding digital experience offerings that add value to customer experiences. The THC...