This study aims to analyse the determinants of visitors’ spending patterns at sustainable urban events, based on the case of Porto Beer Fest 2024. Spending at the venue and in the host city is examined in relation to psychographic segmentation, satisfaction and perceptions of sustainable practices.
The authors analyse 793 valid on-site surveys collected via a structured questionnaire. Visitors were segmented into four profiles based on their degree of interest and knowledge about craft beer: indifferent novices, casual consumers, informed enthusiasts, engaged experts. Given left-censoring at zero, the authors estimate Tobit models, considering sociodemographic covariates and satisfaction levels across festival aspects.
Spending at the venue and in the city is higher among profiles that are most involved with the event theme (informed enthusiasts and engaged experts). Increased urban spending is strongly correlated with satisfaction with food pairings and beer tastings. Positive perception of sustainable practices influences on-site spending. Overall satisfaction is a robust predictor of expenditure across both domains.
Communication and experience design should be guided by engagement-based segmentation. Maximising the economic impact of events requires clearly incorporating sustainable practices and enhancing sensory and educational experiences.
This study integrates censored-data econometric modelling (Tobit), involvement-based psychographic segmentation and sustainability perceptions to jointly explain on-site and city-level expenditure, offering theory-driven and actionable insights for sustainable urban event management aligned with the sustainable development goals.
