Geography of Leisure Among the Young – How to Choose Your Favourite Shopping Centre

Provođenje slobodnog vremena najčešće se promatra kao tema turističke geografije. Trgovački centar jedno je od češćih mjesta provođenja slobodnog vremena, što podrazumijeva i niz ekonomskih aktivnosti, čime slobodno vrijeme postaje tema trgovinske, a time i ekonomske geografije. Sociolozi sve češće ističu kako su trgovački centri preuzeli ulogu parkova kao mjesta druženja i provođenja slobodnog vremena adolescenata. Većina roditelja s odobravanjem promatra tu promjenu jer trgovački centri nude određeni osjećaj sigurnosti i kontrole. Lutanje trgovačkim centrom, bez izraženog cilja, sve više postaje način provođenja slobodnog vremena mladih u Hrvatskoj. Do sada je u stranoj literaturi izrađeno nekoliko modela razumijevanja doživljaja trgovačkih centara. Ovaj rad opisuje faktore koji utječu na čestinu posjeta i duljinu boravka u trgovačkom centru te utječu na izbor ”najdražega” trgovačkog centra. S obzirom na trend sve bržeg otvaranja sve više trgovačkih centara ovaj model mogao bi pronaći primjenu u trgovačkim centrima prilikom kreiranja njihove politike ”borbe” za kupce.
Free time or leisure activities are usually perceived as a topic of tourism geography. However, all the economic activities that occur during a regular visit to a shopping centre, as one of the most popular places for spending free time, draw it into the scope of retail and, thereby, economic geography as well. Sociologists claim that shopping centres have replaced parks and free time activities. Parents largely welcome this trend, because shopping centres offer some kind of safe and controlled environment. Wandering around shopping centres is becoming more and more popular among young Croatians as well. So far, in foreign literature, different models and frameworks for understanding the mall experience have been put forward. This paper presents factors relevant for young peoplein making their choice. Finally, a framework or a model for choosing a favourite shopping centre is offered. With the trend of extensive opening of shopping centre, this model could become useful to shopping centre managements in development of shopping centres and their fight for customers.