Shopping centre as a leisure space: case study of Belgrade

Abstract

Shopping centres are increasingly becoming places for leisure. In order to attract more consumers and to lengthen shopper stay, various leisure components are being added to retail and shopping places. At the same time, under the influence of consumer culture, recreational shopping became one of the widespread leisure activities among different social categories.Contemporary research shows that nowadays youth leisure is also widely associated with shopping centres. Recreational shopping, attendance at various leisure venues and events, but also browsing around shopping centres is becoming more and more popular among young people. Although this phenomenon is well elaborated in the context of developed countries, the research on youth leisure in shopping centres in post-socialist context is at its infancy, especially considering its spatial aspects.Therefore, the purpose of this paper is to explore perception and recreational use of shopping centres by young people and to present a preliminary study exploring this phenomenon in six big inner-city shopping centers of Belgrade. By using the on-line questionnaire, it seeks to discover preferences of young people towards certain shopping centers, recreational opportunities, and recreational spaces, in order to identify factors that shape their choice and use of shopping centers for leisure.