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The attraction force of out-of-town shopping malls: a case study on run-fun shopping in the Netherlands

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Recent years have witnessed a shift from central urban locations of shopping facilities to extra-urban locations. This trend, which has become a prominent one in North America, is also increasingly observed in several European countries (e.g. France and Germany). The Netherlands has always had a discouraging policy for out-of-town shopping malls. Recently, however, a new experiment has been implemented, namely in the Greater Rotterdam area. This paper deals with the potential competition of such an out-of-town shopping mall in the retail sector with respect to the inner-city of Rotterdam. Based on a survey questionnaire, this paper aims to identify the motives of visitors and buyers for such large-scale shopping facilities. Analytical research into the nature (with a main distinction according to run and fun shopping) and the spatial market area of a particular shopping centre located in Greater Rotterdam (Alexandrium) shows that the anticipated policy goals are met, in the sense that the shopping mall concerned turns into a regional market for run shopping purposes rather than into a competing fun shopping centre.
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Keywords: Out-of-town shopping malls; binary choice; fun shopping; logit model; retailing; run shopping

Document Type: Research Article

Affiliations: 1: Free University Amsterdam, The Netherlands, Email: [email protected] 2: LaSalle Investment Management Securities, Amsterdam, The Netherlands

Publication date: 2003-05-01

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