Mapping Technology Adoption in Festivals: An Integrative Review of Applications, Benefits, and Barriers
DOI:
https://doi.org/10.32890/jeth2026.6.12Keywords:
Festival, Technology adoption, Digital transformation, Event management, Implementation barriers, Integrative ReviewAbstract
This integrative review synthesises research on technology adoption in festival contexts by examining technology applications, stakeholder benefits, and implementation barriers, while identifying key research gaps and future directions. Despite the increasing integration of digital technologies in festivals, existing studies remain fragmented across contexts, technologies, and outcomes, limiting a comprehensive understanding of how technology contributes to festival performance and stakeholder value creation. Literature published between 2017 and 2025 was identified primarily through Google Scholar and expanded using backward and forward snowballing, resulting in a dataset of 59 articles. A thematic synthesis approach was applied to organise findings into three core dimensions: technology types, stakeholder benefits, and adoption barriers. The findings reveal that technology adoption spans eleven categories, ranging from immersive tools such as augmented reality and metaverse applications to operational and strategic systems including artificial intelligence, data analytics, and platform-based technologies. While prior studies often emphasise experiential technologies, the review highlights the critical role of less visible technologies in supporting coordination, decision-making, and operational efficiency. Technology adoption generates benefits across multiple stakeholders, including enhanced visitor experience, expanded reach, improved marketing effectiveness, and increased organisational resilience. However, these benefits are context-dependent and influenced by stakeholder roles, capability, and festival characteristics. Adoption is further constrained by interrelated challenges, including capability limitations, resource constraints, governance concerns, and experience-design issues in hybrid and virtual environments. Overall, this study provides a structured and analytical synthesis to support more strategic, context-aware, and responsible technology adoption in festival management.
Downloads
References
Adekuajo, I. O., Fakeyede, O.G., Udeh, C.A., & Daraojimba, C. (2023). The digital evolution in hospitality: A global review and its potential transformative impact on U.S. Tourism. International Journal of Applied Research in Social Sciences, 5(10), 440–462. https://doi.org/10.51594/ijarss.v5i10.633
Aktepe, B., & Demirci, B. (2024). Emerging technologies in the event industry. Worldwide Hospitality and Tourism Themes. https://doi.org/10.1108/WHATT-06-2024-0124
Aliakbari, F. (2023). Cyberspace serves culture: Experiences from Iran during the COVID-19 crisis. Studies in Digital Heritage, 7(1). https://doi.org/10.14434/sdh.v7i1.35527
Banerji, S. (2025). Digital Spoken Word Theatre in the UK: Navigating the theatre screen with Rose Condo’s the geography of me. Journal of Contemporary Drama in English, 13(1), 108–126. https://doi.org/10.1515/jcde-2025-2007
Belenioti, Z. C. (2022). COVID-19 resilience via digital cultural heritage; digital life in museums and festivals during the anthropause. International Journal of Technology Marketing, 16(4), 1. https://doi.org/10.1504/ijtmkt.2022.10049149
Benaddi, L., & Ouaddi, C. (2024). A systematic review of chatbots: Classification, development, and their impact on tourism. IEEE Access, 12, 78799–78810. https://doi.org/10.1109/ACCESS.2024.3408108
Borlido, T., & Kastenholz, E. (2023). Word-of-art: The relationship between destination image and art. European Journal of Tourism Research, 33, 3312. https://doi.org/10.54055/ejtr.v33i.2422
Casini, S., Magaudda, P., & Neresini, F. (2025). Communicating science through films: the case of the international festival of scientific and educational film (1956–1975). Science as Culture, 34(1), 89–113. https://doi.org/10.1080/09505431.2024.2375208
Chen, Z., & Yu, T. (2025). Festivals and digitalisation: a critique of the literature. Tourism Critiques:
Practice and Theory, 6(1), 2–17. https://doi.org/10.1108/trc-05-2024-0022
Dela, C., & Gross, J. (2017). An integrative literature review framework for postgraduate nursing research reviews. European Journal of Research in Medical Sciences, 5(1), 7–15. www.idpublications.org
Duan, J., Zhai, W., & Cheng, C. (2020). Crowd detection in mass gatherings based on social media data: A case study of the 2014 shanghai New Year’s Eve stampede. International Journal of Environmental Research and Public Health, 17(22), 1–14. https://doi.org/10.3390/ijerph17228640
Edison, A., & Raj, A. (2024). Tourism towards sustainability and innovation, post COVID-19: A literature review. International Journal of Advanced Scientific Multidisciplinary Research, 1(2), 50–77.
Ernawati, S., Purnama, I., Haryanti, I., & Aryani, F. (2025). Sinergi Inkubator Bisnis dan Budaya dalam Pengembangan Wirausaha Mahasiswa melalui Pameran Ekonomi Kreatif di Festival Rimpu Mantika. COMSEP:Jurnal Pengabdian Kepada Masyarakat, 6(2), 195–201.
Falassi, A. (1987) Festival: Definition and morphology. In: Falassi, A., Ed., Time out of Time, University of New Mexico Press, Albuquerque
Firmansyah, A., Aji, R. 1., & Masnuna. (2025). Webtoon Festival Daul Madura Sebagai Upaya Pengenalan Budaya Madura terhadap remaja usia 18-22 Tahun. Jurnal Riset Rumpun Seni, Desain Dan Media, 4(1), 126–147. https://doi.org/10.55606/jurrsendem.v4i1.4525
Garg, R., & Modi, R. K. (2025). Revolutionizing Festival Tourism: Harnessing Technology for Event Branding. In A. Sharma, J. Kumar, & S. Arora (Eds.), Technological Innovation and AI for Sustainable Development in Events and Festivals (pp. 27–36). CAB International. https://doi.org/10.1079/9781836990185.0003
Georgoula, V., Skoultsos, S., Kompotiati, S., & Psarrou, M. (2025). Exploring Digital and Physical Audience Experience and Engagement: Attendees’ Perspectives of Greek Cultural Festivals. Event Management, 29(6), 837–853. https://doi.org/10.3727/152599524X17265263360403
Ghosh, A., & Choudhury, S. (2025). Understanding different types of review articles: A primer for early career researchers. Indian Journal of Psychiatry, 67(5), 535–541. https://doi.org/10.4103/indianjpsychiatry.indianjpsychiatry_373_25
Goyanes, M., Lopezosa, C., & Jordá, B. (2025). Thematic analysis of interview data with ChatGPT: designing and testing a reliable research protocol for qualitative research. Quality and Quantity, 0123456789. https://doi.org/10.1007/s11135-025-02199-3
Green, B. (2025). Splendour XR: Place, experience and liveness at a virtual music Festival. Leisure Sciences, 47(5), 958–975. https://doi.org/10.1080/01490400.2023.2171519
Guo, L., Wang, C., & Kim, E. (2025). Exploration of the attitude towards Spring Festival folk customs among college students in Dalian, China. SHS Web of Conferences, 210, 02003. https://doi.org/10.1051/shsconf/202521002003
Hatidah, Indriani, R. A. R. F., Marsinah, & Purwanto, M. B. (2025). Etnografi festival kuliner lokal: meningkatkan daya tarik wisatawan melalui ekonomi kreatif di Palembang. Jurnal Ilmiah Mahasiswa Perbankan Syariah, 5(1), 67–78.
Heidl, S. E. (2025). Expanding the spiritual festival space: The online event community of a Hungarian festival. Social Compass, 72(2), 221–239. https://doi.org/10.1177/00377686251336966
Huszka, B., Stark, A., & Aini, I. (2024). Linguistic sustainability: Challenges and strategies of preserving minority and indigenous languages-The Case of Indonesia. International Journal of Arts and Social Science, 7(6), 147–160. www.ijassjournal.com
Ide, M., Beppu, M., Ikeda, S., Cho, K., Aoki, K., Takei, A., Kudo, A., & Sakamoto, M. (2025). Development of a shrine festival support application with non-technical management features: Functional evaluation and sustainability for future generations. Proceedings of the International Conference on
Artificial Life and Robotics, 30, 628–631. https://doi.org/10.5954/icarob.2025.os23-5
Iqbal, M. Z., & Campbell, A. G. (2023). Metaverse as tech for good: Current progress and emerging opportunities. Virtual Worlds, 2(4), 326–342. https://doi.org/10.3390/virtualworlds2040019
Iskender, A., Sirakaya-Turk, E., Cardenas, D., & Harrill, R. (2024). COVID or VOID: A systematic literature review of technology adoption and acceptance in hospitality and tourism since the breakout of COVID-19. Tourism and https://doi.org/10.1177/14673584221133667 Hospitality Research, 24(1), 95–114.
Islamy, I. I. (2025). Remo-Yosakoi festival 2023 as a media for surabaya tourism promotion. Syntax Idea, 7(9), 1084–1095. https://doi.org/10.46799/syntaxidea.v7i9.13547
Ismail, A., Nazari, N. M., & Zakaria, H. M. (2025). Embedding Sustainability in Cultural Events: Insights from the Penang George Town Festival. Journal of Event, Tourism and Hospitality Studies, 5, 94 104. https://doi.org/10.32890/jeth2025.5.6
Jalilvand, M. R., & Ghasemi, H. (2024). Augmented reality technology in tourism and hospitality research: a review from 2010 to 2024. Journal of Science and Technology Policy Management. https://doi.org/10.1108/JSTPM-04-2024-0136
Kadayat, G. R., & Upadhyay, G. R. (2024). An Exploring Sustainable Tourism Development in Nepal. 5(1), 118–134. https://www.nepjol.info/index.php/amcjd/article/view/69129/52784
Köhler, T., Rumyantseva, M., & Welch, C. (2025). Qualitative restudies: research designs for retheorizing. Organizational Research Methods, 28(1), 32–57. https://doi.org/10.1177/10944281231216323
Kumari, A., & Thakur, P. (2023). Sustainable Tourism: A review of current practices and future directionscoalescence of social media and e-commerce. International Journal of Research Publication and Reviews Sustainable Tourism. https://doi.org/10.55248/gengpi.234.5.40417
Lee, B., & Jenifer, T. (2025). Disability access and inclusion in performing arts festivals. International Journal of Event and Festival Management, 16(3), 382–401. https://doi.org/10.1108/IJEFM-082024-0109
Lee, S. M. F., Wong, A. K. F., & Kim, S. (2025). The impacts of technology-led event sustainability consumption values on personal social responsibility and collective psychological outcomes. Journal of Travel and Tourism Marketing, 42(4), 415–438. https://doi.org/10.1080/10548408.2024.2443610
Liu, Y., & Hou, X. (2025). Research on the communication mechanism of strawberry music festival to city image. Frontiers in Artificial Intelligence and Applications, 407, 153–161. https://doi.org/10.3233/FAIA250430
Lopes, R., & Hiray, A. (2024). Impacts of cultural events and festivals on cultural tourism. Journal of Advanced Zoology, 45, 174–179.
Lopes, J. M., Massano-Cardoso, I., & Granadeiro, C. (2025). Festivals in Age of AI: Smarter Crowds, Happier Fans. Tourism and Hospitality, 6(1), 1–25. https://doi.org/10.3390/tourhosp6010035
Maddah, N., Verma, A., & Ainsworth, J. (2025). Opportunities and challenges surrounding the use of wearable sensor bracelets for infectious disease detection during Hajj: Qualitative interview study. JMIR Formative Research, 9, e60484. https://doi.org/10.2196/60484
Maniou, F., Mitoula. R., Manola, M., & Vouglanis. T. (2025). Literary festivals: Digital technology and sustainability. World Journal of Advanced Engineering Technology and Sciences, 14(3), 361–371. https://doi.org/10.30574/wjaets.2025.14.3.0147
Marinakou, E., & Mathew, A. (2025). Hybrid festival visitors’ experience using the event experience theory in the post-covid-19 Era. Event Management, 29(6), 817–835. https://doi.org/10.3727/152599525X17367484906426
Martín-Martín, A., Orduna-Malea, E., Thelwall, M., & Delgado López-Cózar, E. (2018). Google Scholar, Web of Science, and Scopus: A systematic comparison of citations in 252 subject categories. Journal of Informetrics, 12(4), 1160–1177. https://doi.org/10.1016/j.joi.2018.09.002
Menchenko, A., & Javed, M. (2023). A systematic literature review of tourism demand and future research agenda. 17th International Scientific Conference INPROFORUM Challenges and Opportunities in the Digital World, 78–85. DOI: 10.32725/978-80-7694-053-6.12
Mulyono, H., & Rolando, B. (2024). Savoring the success: Cultivating innovation and creativity for Indonesian culinary MSMEs growth. Economics & Business Journal, 2(4), 142. https://doi.org/10.47533/ecbis.v2i4.142 Nazirullah, Ullah, F., Mahmood, A., Hamid, M. S. Bin, Momani, H. R., Alkilany, S. B., & Rahman, S. (2025). Tourist behaviors, expectations, and experiences toward events and festivals: Amalgamation of metaverse technological innovation and artificial intelligence. The AI Metaverse Revolution: Transforming Multi-Business Scenarios (Volume 2), 2(Volume 2), 45–62. https://doi.org/10.1108/978-1-83662-586-520251004
Neuhofer, B., Magnus, B., & Celuch, K. (2021). The impact of artificial intelligence on event experiences: a scenario technique approach. Electronic Markets, 31(3), 601–617. https://doi.org/10.1007/s12525020-00433-4
Ngernyuang, K., & Ying Wu, P. (2020). Using Social Media as A Tool for Promoting Festival Tourism. International Journal of Computer Science and Information Technology, 12(3), 17–32. https://doi.org/10.5121/ijcsit.2020.12302
Nguyen-Trung, K. (2025). ChatGPT in thematic analysis: Can AI become a research assistant in qualitative research? In Quality and Quantity. Springer Netherlands. https://doi.org/10.1007/s11135-02502165-z
Northover, S. B., Quillien, T., Conroy-beam, D., & Cohen, A. B. (2024). Evolution and Human Behavior Religious signaling and prosociality : A review of the literature. Evolution and Human Behavior, 45(5), 106593. https://doi.org/10.1016/j.evolhumbehav.2024.06.002
Nosike, C. J., Chiazo, N. G., & Umeh, A. I. (2024). Christianity and Culture in Awka Town: A Critical Review of Imo-Oka (Awka ) Festival and Its Effects on Christian Witness in Awka Town. International Journal of Religion and Societal Development, July, 23–33. https://doi.org/10.5281/zenodo.13148508
Obamwonyi, A. (2025). Between reality and perceived reality: A study of mediated culture in Ukwata festival. Journal of African History, Culture and Arts (JAHCA), 5(1), 55–65.
Oermann, M. H., & Knafl, K. A. (2021). Strategies for completing a successful integrative review. Nurse Author & Editor, 31(3–4), 65–68. https://doi.org/10.1111/nae2.30
Osman, S. (2022). Technology Application in Tourism Fairs, Festivals and Events in Malaysia. In H. A (Ed.), Technology Application in Tourism Fairs, Festivals and Events in Asia (pp. 301–311). https://doi.org/10.1007/978-981-16-8070-0_18
Papoutsi, S. (2023). Management of photography festivals in the digital age: Opportunities and challenges (Master’s thesis, International Hellenic University).
Patsimouli, M., Sarigiannidis, P., & Fragulis, G. F. (2023). A survey of advancements in real-time sign language translators: Integration with IoT technology. Technologies, 11(4), 83. https://doi.org/10.3390/technologies11040083
Pearson, G. D. H., Davidson, D. L., Schillo, B. A., & Kreslake, J. M. (2025). Investigating an e-cigarette brand’s use of music festivals for social media campaigns and experiential marketing. Tobacco Prevention and Cessation, 11, 1–4. https://doi.org/10.18332/tpc/199607
Puccia, A., Cabeza-Ramírez, L. J., de los Santos, M. M., & González-Mohíno, M. (2025). Bridging Cultural Capital: Youth-Driven Communication as a Catalyst for Well-Being in Film Festival Participation. Social Sciences, 14(1).https://doi.org/10.3390/socsci14010026
Rabia, B. (2024). Artificial Inteligence and Marketing Strategies in Film Festivals. Qabas Journal of Studies Human and Social, 8(1), 1493–1507.
Ryan, W. G., Fenton, A., & Ahmed, W. (2020). Recognizing events 4.0: The digital maturity of events. 11(1), 47–68. International Journal of Event and Festival Management. https://doi.org/10.1108/IJEFM-122019-0060
Sadler, A. W. (1969). The Form and Meaning of the Festival. Asian Folklore Studies, 28(1), 1. https://doi.org/10.2307/1177777 Sánchez Herrera, M., Forero, D., Calor, A. R., Romero, G. Q., Riyaz, M., Callisto, M., de Oliveira Roque, F., Elme-Tumpay, A., Khan, M. K., de Faria, A. P. J., Pires, M. M., Silva de Azevêdo, C. A., Juen, L., Zakka, U., Samaila, A. E., Hussaini, S., Kemabonta, K., Guillermo-Ferreira, R., Ríos-Touma, B., &
Maharaj, G. (2024). Systematic challenges and opportunities in insect monitoring: A Global South perspective. Philosophical Transactions, 379(1904), 20230102. https://doi.org/10.1098/rstb.2023.0102
Santamarina, R., Caldicott, D., Fitzgerald, J., & Schumann, J. L. (2024). Drug-related deaths at Australian music festivals. International Journal of Drug Policy, 123, 104274. https://doi.org/10.1016/j.drugpo.2023.104274
Shalihah, A. (2024). It Implements in Meetings, Incentives, Conferences, and Exhibitions (Mice) Industry: A Systematic Mapping Study. Journal of Social Research, 3(3), 737–750. https://doi.org/10.55324/josr.v3i3.1951
Sharma, V., & Srivastav, D. K. (2024). Opportunities and challenges of culinary tourism and hospitality. In Examining tourist behaviour and community involvement in destination rejuvenation (pp. 323-333). IGI Global. https://doi.org/10.4018/979-8-3693-6819-0.ch024
Sjukriana, J., Hanafiah, M. H., Asyraff, M. A., & Kusumah, G. (2025). Unveiling the landscape of event technology adoption in hospitality and tourism industry: Insights from a systematic literature review. International Journal of Event and Festival Management, 16(2), 207–228. https://doi.org/10.1108/IJEFM06-2024-0077
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333–339. https://doi.org/10.1016/j.jbusres.2019.07.039 Solano-barliza, A., Arregocés-julio, I., Aarón-gonzalvez, M., Zamora-musa, R., De-la-hoz-franco, E.,
Escorcia-gutierrez, J., Acosta-coll, M., Arregocés-julio, I., & Aarón-gonzalvez, M. (2024). Recommender systems applied to the tourism industry: A literature review. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2367088
Tian, G. (2025). Rule engine and neural network: reproduction and analysis of traditional festival celebration elements in animation. International Journal of Information and Communication Technology, 26(7), 48–62. https://doi.org/10.1504/IJICT.2025.145700
Tom Dieck, M. C., Jung, T., & Rauschnabel, P. A. (2017). Determining visitor engagement through augmented reality at science festivals: An experience economy perspective. Computers in Human Behavior, 82, 44–53. https://doi.org/10.1016/j.chb.2017.12.043
Tsaltsabilla, A., Amelia, L., Maharani, S., Cahyani, Y. A., & Purwanto, E. (2025). Ritual Digital: Bagaimana Media Sosial Mengubah Perayaan Tradisional. Indonesian Culture and Religion Issues, 2(3), 15. https://doi.org/10.47134/diksima.v2i3.
Turobov, A., Coyle, D., & Harding, V. (2024, May). Using ChatGPT for thematic analysis (Working paper). Bennett Institute for Public Policy, University of Cambridge. https://www.bennettinstitute.cam.ac.uk
Weinstein-Tagrina, Z. V. (2021). On the variability of traditional singing and incantation practice of the Chukchi (Research Note). Études Inuit Studies, 45(1–2), 507–518. https://www.jstor.org/stable/27136436
Whittemore, R., & Knafl, K. (2005). The integrative review: Updated methodology. Journal of Advanced Nursing, 52(5), 546–553. https://doi.org/10.1111/j.1365-2648.2005.03621.x
Xie, L., & Nallaluthan, K. (2024). Integration and innovation: An overview of the development status and trends of Chinese tea e-commerce live streaming. International Journal of Global Economics and Management, 4(1). https://doi.org/10.62051/ijgem.v4n1.18
Published
Issue
Section
License
Copyright (c) 2026 Journal of Event, Tourism and Hospitality Studies
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Research impact
Harvested 2026-09-21Counts differ between services because each indexes a different body of literature. None of them is the whole picture.
