Entertainment Orientation of Italian Shopping Centres: Antecedents and Performance

Purpose – The purpose of this paper is to propose a definition of the concept of “entertainment orientation” for shopping centres and to provide a framework for analysis of the main antecedents and performance outcomes related to a shopping centre’s entertainment orientation. Design/methodology/approach – The framework used in this study is based on contingency theory and resource-based theory. The concept of entertainment orientation is approached from the perspective of external recreational services. Seven categories of antecedents are established – categorised as environment and centre-specific factors. The performance of entertainment orientation is evaluated using sales and market measures. Findings – The paper provides empirical evidence about the main factors that influence the adoption of entertainment orientation by shopping centres and finds a positive link between entertainment orientation and performance outcomes. Research limitations/implications – The model should be tested on a larger sample using structural equation modelling. Practical implications – The paper provides shopping centres and other retail organisations with clear guidance in developing strategies for incorporating entertainment into the traditional retail setting. Originality/value – The paper addresses some gaps in the academic literature by focusing on the managerial issues related to the convergence of retail and entertainment.