L’intrattenimento nei centri commerciali italiani: implicazioni manageriali e traiettorie di ricerca da un modello di entertainment orientation

The purpose of the paper is to propose a framework for the analysis of the main antecedents and performance outcomes related to a shopping centre’s entertainment orientation. The framework used 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 —categorized as environment-specific factors and shopping centre-specific factors. The performance of entertainment orientation is evaluated using both sales and marketing measures. On the basis of a survey on a sample of Italian shopping centres, the paper provides empirical evidence about themain factors that influence the adoption of a entertainment-oriented strategy and finds a positive link between entertainment orientation and performance outcomes. Arising from the findings of the paper management implication are discussed and insigh or further research are provided.