The effect of the enclosed entertainment areas to the shopping centers: Sample of Istanbul

Shopping and entertainment has been in the center of urban life, affected by social relations and affected social relations since the beginning of civilization. Throughout time both shopping and entertainment and their places and forms in cities have transformed via social and economic transformations. Shopping malls, which are the most common and preferable places for shopping, have drastically increased in numbers and have dominated other shopping areas and force them to diminish therefore created a steep competition. Similarly entertainment areas starting to have difficulties hanging on inside cities on their own have searched for cooperation and fields to create mutual relationships. As a result, opportunity to serve shopping and entertainment together has risen. In USA, shopping malls, places offering shopping and entertainment simultaneously, that have reached their final form and they have been started to be called Urban Entertainment Centers since the middle of 20th century. Therefore, the synergy between shopping and entertainment has been researched since then. Research on entertainment centers, which increase shopping malls' competitive capacity, has focused on consumers perception, consumer behavior, attractiveness of shopping malls and effect measurements in shopping malls. Most of the shopping malls that have been subjected this kind of researches are located in USA; even though there are a few examples from Australia and Far East. Such a study has not been conducted in Turkey. Therefore this study would provide useful information in such matters. This study will offer a literature review in the concept of entertainment, create a new model depending on literature and measure the influence of entertainment centers, which are located in shopping malls in İstanbul, on the shopping malls that they are located in.