Urban Culture Events as Drivers of in-City Expenditure: Evidence from The World Battle Porto

Abstract

Urban dance events are increasingly used by cities to attract visitors, media attention and spending, yet we still know surprisingly little about which attendees drive in-city expenditure in these contexts. These events have become increasingly important in urban and tourism development strategies contributing to the construction of territorial identities, the promotion of cultural diversity, and measurable revitalization of the local economy. This study examines The World Battle Porto (TWBP) using data from the 2024 and 2025 editions, analyzing the relationship between self-reported in-city expenditure and visitors’ levels of urban cultural engagement, event-specific motivations, first-time attendance, and sociodemographic characteristics. We draw on 769 valid questionnaires collected on-site through a structured questionnaire administered via direct, face-to-face interviews to attendees. Given the absence of a defined sampling frame and the dynamic flow of attendees at this open-access event, a non-probabilistic convenience sampling strategy was adopted, consistent with established methodological practice in event-based field research. Attendees were grouped into four profiles reflecting their engagement with urban culture: (1) active practitioners of breaking/urban dance; (2) culturally committed fans who do not practice; (3) newcomers exploring this cultural universe for the first time; and (4) outsiders whose interest does not extend beyond attending. Since expenditure is zero-inflated and strongly right-skewed, we estimate Tobit models to account for censoring while testing the role of engagement, motivations, loyalty and length of stay. Results point to marked heterogeneity. Cultural engagement matters: committed fans exhibit higher in-city expenditure, whereas weakly engaged attendees contribute much less. Motivations tied to the event’s cultural core, performances, competitions and learning about urban culture, are positively associated with spending, while generic relaxation motives are not. First-time visitors and longer stays also increase overall expenditure in Porto, suggesting that the event often functions as a reference anchor to broader city trips. Overall, the study shows that destination revenues from contemporary urban culture events depend less on “average impact” and more on who attends and how they engage with the event. For event organizers and destination managers, strengthening cultural authenticity and deepening participant-oriented programming can help attract higher-value segments, especially when paired with actions that extend stays and channel consumption across the city.