Proposing a new model for shopping centre attractiveness assessment by a Combination of Structural Equation Modelling (SEM) and Additive Ratio ASsessment (ARAS)

This research paper presents a new framework by combined usage of Structural Equation Modelling (SEM) and Additive Ratio ASsessment (ARAS) for assessing shopping centre attractiveness. This study is organized in two phases. In the first phase, aiming to develop attractiveness of shopping centres in tourism destinations, and based on a sequential steps procedure, a comprehensive list of shopping centre attractiveness measures was compiled from literature review, and in a two-step survey, research model is developed by SEM, including five dimensions of (1) appearance, (2) internal atmosphere, (3) products, (4) human interactions and, (5) shopping convenience. At the end of this phase, the weight of each dimension was calculated based on high order factor loadings derived from SEM findings. In the second phase, by use of ARAS, the attractiveness of six shopping centres was assessed and ranked, based on the extracted dimensions. This article methodologically takes contribution from a combination of SEM-ARAS, while SEM was used for causal relationships and assigning weights for the ARAS input. The shopping centre attractiveness measurement provides a reliable model for local, regional and national authorities to boost shopping tourism in tourism destinations.