The Emotional Roadmap to AI Adoption in Festival Experiences: A Stakeholder Perspective on Enjoyment, Anthropomorphism and Acceptance
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Annotatsiya
This chapter examines artificial intelligence (AI) adoption in festival experiences through an emotional and experiential lens, focusing on how festival attendees evaluate, accept and intend to use AI-enabled services. Moving beyond functional perspectives that emphasize usefulness and efficiency, the chapter conceptualizes AI adoption as an emotionally driven process that is particularly salient in hedonic festival environments. Drawing on cognitive appraisal theory and human–AI interaction research, the chapter develops and empirically tests a multi-stage model in which social influence, hedonic motivation and perceived anthropomorphism shape emotional responses and psychological enjoyment, which in turn influence behavioural intentions towards AI-enabled services. Using data collected from festival attendees, the findings show that psychological enjoyment plays a central mediating role, outweighing purely instrumental considerations. By positioning festivals as emotionally intensive and socially embedded environments, this chapter offers a stakeholder-centred perspective that complements policy-oriented discussions, highlighting experiential value, enjoyment and perceived human-likeness in AI-enabled festival design.
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