The role of retailtainment on generation Z behavioral intentions in shopping centers

• Autor(a) principal: Pinto, Beatriz Cavaleira dos Santos Tavares
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/27244
• topic: Shopping tourism; Centros comerciais -- Shopping centers; Retailtainment; Geração Z -- Z Generation; Turismo de compras

Shopping is a major tourist activity, destination attraction feature and motive for travel. The number one choice for shopping is shopping centers, which play a crucial role in attracting tourists, residents and economic investors and represent a key component of tourism marketing in promoting a destination. One of the main attractiveness attributes in shopping centers is entertainment. Although some effort has been made to understand the impact of entertainment in shopping malls, there is a gap in what concerns the impact of different entertainment types on the diverse behavioral outcomes. This dissertation is among the first studies to examine the effects of each entertainment type on behavioral intentions, targeting a specific segment: Generation Z. Generation Z is yet a misunderstood generation, underestimated and will soon become the financiers of tourism and travel. That said, this dissertation aims to investigate the relation between the proposed entertainment types and Generation Z behavioral intentions in shopping centers. A survey-based study with a sample size of 150 Generation Z members is used to test the proposed model. The results revealed that permanent and temporary entertainment are positively related to Generation Z intention to visit the mall. Moreover, findings indicate that permanent entertainment is also positively related to Generation Z intention to recommend the mall. This study’s findings have significant theoretical and managerial implications and represent future insights for researchers, academics and managers.