The Entertainment Zone: Reactivation of Stranded Places within Shopping Malls

 The purpose of present study is to examine whether the offerings of entertainment zones play an influential role in revitalizing the stranded zones inside the shopping malls. Giving consideration to the primary importance of having unique aspects of entertainment incorporated in shopping malls. This study presented the systematic literature on the identified variables used in the conceptual framework. The study’s underlying argument is that elements of mall entertainment have influential role on revitalizing vacant spaces indirectly through its impact on high footfall. The authors gist to the relevance that the deployment of distinct and fun aspects of entertainment in shopping malls has an influential role in the revitalization of vacant spaces. The authors explain the correct implementation of strategy implied by identifying the requirement of visitors coming in the malls that can help in overcome the problem of vacant spaces and to revitalize those spaces. This study is distinctive, as no research so far has proposed a model conceptually integrating mall entertainment, high footfall and revitalizing vacant spaces.