Article: Acceptability of cashless payment technologies at festivals: the case of Primavera Sound Porto Journal: International Journal of Education Economics and Development (IJEED) 2026 Vol.17 No.3/4 pp.303 - 313 Abstract: This study investigates the acceptability and influencing factors of new payment methods at a festival, focusing on socio-demographics, behaviour (e.g., ticket type, spending, satisfaction), and temporal trends. It compares the use of TechPay (e.g., MBWay, Apple/Google Pay) and ClassicPay (cash and card) at Primavera Sound Porto in 2022 and 2023. Using logistic regression on a sample of 2,681 respondents, the research explores how the 2023 initiative to promote digital payments impacted adoption. Results show that younger, more educated, and tech-savvy attendees are more likely to use TechPay. Nationality, satisfaction, and year also significantly affect payment choices. These findings help fill a gap in the literature by combining various datasets to assess digital payment adoption in large festival settings. They provide valuable insights for designing targeted marketing and operational strategies that reflect the preferences of diverse audience segments, ultimately improving the festival experience. Inderscience Publishers - linking academia, business and industry through research

Title: Acceptability of cashless payment technologies at festivals: the case of Primavera Sound Porto

Authors: Elvira Vieira; Ana Pinto Borges

Addresses: Applied Management Research Unit (UNIAG), Instituto Politécnico de Bragança, Bragança, Portugal; Polytechnic Institute of Viana do Castelo (IPVC), Viana do Castelo, Portugal; ISAG – European Business School, Rua de Salazares 842, 4100-442, Porto, Portugal; Research Center in Business Sciences and Tourism (CICET-FCVC), Porto, Portugal ' ISAG – European Business School, Rua de Salazares 842, 4100-442, Porto, Portugal; Research Centre in Business Sciences and Tourism (CICET-FCVC), Porto, Portugal Research Center in Organizations, Markets and Industrial Management (COMEGI), Porto, Portugal

Abstract: This study investigates the acceptability and influencing factors of new payment methods at a festival, focusing on socio-demographics, behaviour (e.g., ticket type, spending, satisfaction), and temporal trends. It compares the use of TechPay (e.g., MBWay, Apple/Google Pay) and ClassicPay (cash and card) at Primavera Sound Porto in 2022 and 2023. Using logistic regression on a sample of 2,681 respondents, the research explores how the 2023 initiative to promote digital payments impacted adoption. Results show that younger, more educated, and tech-savvy attendees are more likely to use TechPay. Nationality, satisfaction, and year also significantly affect payment choices. These findings help fill a gap in the literature by combining various datasets to assess digital payment adoption in large festival settings. They provide valuable insights for designing targeted marketing and operational strategies that reflect the preferences of diverse audience segments, ultimately improving the festival experience.

Keywords: cashless payment methods; socio-demographic profiles; festival experience; satisfaction.

DOI: 10.1504/IJEED.2026.155313

International Journal of Education Economics and Development, 2026 Vol.17 No.3/4, pp.303 - 313

Received: 21 Sep 2024
Accepted: 07 Apr 2025
Published online: 30 Jul 2026 *

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Title: Acceptability of cashless payment technologies at festivals: the case of Primavera Sound Porto

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