Shopping centres play an important role of Hong Kong people’s lifestyle, as they are not just places for shopping but also for community and social activities. They can provide products and services including entertainment, supermarket, dining, daily products and also other special services. However, the overall standard for shopping centre declines over time. To deal with aged properties, shopping renovation project is a possible solution. In this paper, the needs and importance of the shopping centre renovations are assessed. From the source of existing literature, the needs of shopping centre renovations come from the failure to meet the customer satisfactions and the lack of competitiveness against other shopping centres. Renovation projects can provide improvement to the existing facilities and enhance the overall value of the shopping centres. Renovation works do not only extend the building life and make the building more desirable and economically valuable, but they can be treated as a tool to fulfill some special objectives decided by the developers. For the next objective, upon the completed renovation projects by the Link REIT, their outcomes are assessed. To achieve this objective, seven criteria leading to shopping centre success are introduced. They are accessibility, visibility, anchor tenants, design and layout, size, tenant mix, trade mix and environment. The overall performance for pre renovation and pro renovation are measured based on these criteria and their substantial factors. For quantitative measurement, questionnaires are used for the measurement and there is an overall improvement recorded as shown by increment of scores in the seven criteria. For qualitative measurement, in-depth interviews are applied and detail ways for improvement are collected. Finally, this research investigates the area of improvement and further suggestions will be advised in future projects. They include regular communication with target groups (tenants and shoppers), continuous minor improvements applied to the completed projects to slow down performance backslide and also the enhancement of social responsibility towards different stakeholders. / published_or_final_version / Housing Management / Master / Master of Housing Management

Hong Kong is an international metropolis and “Shopping Paradise”. Therefore, shopping in Hong Kong becomes one of the popular and important customary activities for the people. To compete with the keen and rapid change of market competition and shoppers’ living style and prevent old and deteriorated mall image, it is important for mall owner and operator to upkeep mall’s competitiveness by refurbishment work and repositioning exercises. To examine the repositioning strategies of Shopping Mall in Hong Kong, case study of New Town Plaza would be the selected mall in this research for further evaluation. Face to face interviews were conducted with Shoppers and Tenants respectively regarding their perception of mall image and competiveness attributes, including mall image, shopping environment and accessibility attributes among selected shopping mall-New Town Plaza before and after refurbishment work. At last, it found that mall repositioning exercise had drawn a great influence on different stakeholders. Based on research result, it showed that interviewees generally recognized that brand image of tenants, mall’s image and competiveness were improved after mall refurbishment. Also, more high-ended shoppers were attracted to visit and shop in the mall. As comparing with before refurbishment work, Interviewees were visited more and stayed longer due to its freshness image and modern design. Although mall refurbishment work and repositioning exercise brings lots of positive feedbacks for different stakeholders and extend the product life of the mall, it does not represent such exercise appropriate for applying in all shopping mall. Therefore, mall owner or operator was reminded to take further consideration for planning such work and finally recommendations were suggested for them in considering the repositioning and refurbishment work in the future too. / published_or_final_version / Housing Management / Master / Master of Housing Management

Shopping centers is vital in our daily life. In this paper, the importance of provision of entertainments will be analyzed in details and this would be useful for owners or management companies of shopping malls if they are planning for renovations or implementing new shopping malls. Six research questions are analyzed in this paper through conducting surveys through questionnaires, and they will be categorized into two categories, which is to determine the impact of entertainments to the success of the shopping malls and to determine the impact of the various means of entertainments to the success of the shopping malls. Convenience sampling is adopted for the data collection of questionnaires and two sets of questionnaires will be distributed only to people who lives or works in Tsuen Wan and have ever visited all of the shopping malls used for case study, that is CityWalk, Tsuen Wan Plaza and Emperor Plaza. After performing the detailed data analysis, it is found out that most people think that provision of entertainments is an important factor that affects people’s decision to visit and shop in the shopping centers, but this factor is not as crucial as factors like location, variety of shops and provision of open spaces. Also, this factor is important to both the newly-built shopping centers and renovated old shopping centers. Also, it is found out that differences in age groups and genders may have variations in determining the importance of provision of entertainments in general for the individual’s shopping preference. Young people relatively regarded provision of entertainments as more important factor that affect people’s decision, when compared to older people. Male also regard provision of entertainments as more important than female. Differences in age groups and genders may also show different priorities for the importance of each means of entertainments in shopping centers. Hence, we have to know the target group of the customers and to invest suitable means of entertainments or otherwise, the shopping centers cannot sustain with a high profit. For example, since there are more old people than the young people in Tsuen Wan, it is not practicable to invest a large sum of money on provision of means of entertainments which cater for the young and male more, such as the video game counters. However, it is always recommended to include the means of entertainments like the cinemas, fitness and spa centers and toy shops as investments from the owners or the management companies of the shopping centers towards these means of entertainments is relatively small, when comparing to other means of entertainments. / published_or_final_version / Housing Management / Master / Master of Housing Management