Nazish Abid
Motaz Mestarehi
May Khalfan
Huda Almadhoob- Department of Architecture and Interior design, University of Bahrain, Sakhir, Bahrain
Rapid urbanization in the Arabian Gulf during the late twentieth century introduced innovative architectural and commercial concepts aimed at achieving modernization. In Bahrain, these shifts contributed to the rise of shopping malls, which have overshadowed the cultural and traditional identity of Souqs. Understanding how users perceive and experience these contrasting retail environments is essential for navigating the tension between tradition and modernity. A cross-sectional online survey of 240 Bahraini nationals and expatriates assessed ambience, accessibility, social interaction and cultural identity, using constructs adapted and reworded for the Bahraini context. Data was analyzed with descriptive statistics, principal component analysis, cluster and regression analysis. The analysis revealed that souq users predominantly valued hedonic shopping attributes, emphasizing cultural richness, experiential qualities and social interaction. In contrast, mall users prioritized functional and utilitarian aspects such as convenience, accessibility and environmental comfort. These distinct preferences highlight divergent expectations shaped by contemporary lifestyles and cultural identity, while cluster analysis further identified comfort, culture and hybrid oriented user segments and strong support for hybrid retail spaces. Lastly, Findings indicate coexistence rather than displacement in Bahrain’s retail landscape: users selectively engage both souqs and malls, seeking a mix of utilitarian benefits and culturally meaningful experiences. This underscores the potential of hybrid, context-sensitive retail environments that integrate modern comfort with heritage and social life.
1 Introduction
Historically embedded in Arabian and Islamic culture, trade played a fundamental role in shaping the Middle East, with traditional markets - known as Souqs in Arabic-serving as vital hubs where diverse cultures converged. Throughout different centuries Souqs experienced various shifts, which have become more apparent due to the rapid rate of urbanization the region is experiencing (Almulhim and Cobbinah, 2023; Luo et al., 2025). Furthermore, trading was considered one of the main practices in the Kingdome of Bahrain’s history owing to its strategic location and diverse cultural backgrounds. Such practices evolved gradually into the current economically driven model, resulting in a shift from Souqs to the acceptance of large, contained shopping complexes known as Malls. This evolution of retail spaces highlights the complex interplay of spatial, cultural, and behavioral dimensions that shape user preferences (Al-Ansari and AlKhaled, 2023; El-Adly and Eid, 2015; Luo et al., 2025). Souqs are deeply tied to collective memory, identity, and heritage (Scannell and Gifford, 2010), while Malls represent comfort, accessibility, and global consumer culture (Al-Hammadi, 2023; Rajagopal, 2010). Furthermore, understanding how users perceive and experience these spaces requires a multi-layered approach that integrates concepts of place attachment (emotional and functional bonds with space) (Lewicka, 2011), perception and experience (cognitive and sensory evaluations of a setting) (Guo and Li, 2022; Pine and Gilmore, 2013), and behavioral motivations (hedonic and utilitarian drivers of choice) (Babin et al., 1994; Pšurný et al., 2024). In Bahrain, however, there is a lack of empirical studies that synthesize these dimensions, creating a significant gap in the literature on urban retail transformations in Gulf contexts.
1.1 Islamic and local culture
Souqs in Arabia were heavily influenced by Islamic traditions, specifically in terms of practiced activities and organization. Souqs served as a defining feature for Islamic cities, To the extent that the title ‘Bazar Master’ was used to in Bahrain to refer to high level officials in the country (Khan et al., 2021; Major and Tannous, 2020; Shahin, 2022). Moreover, the planning and organization of Souqs in Arabia were influenced by Islamic principles, such notions of purity were reflected through the allocation of trades, for instance shops offering a pleasant experience like perfume shops were located in close proximity to mosques, a reference to this practice can be found near the mosque area in one of largest shopping malls in Bahrain, this small area was designed to resemble a Souq, shown in Figure 1, alongside a picture from Manama Souq to indicate similarities and differences. This clustering allowed for similar trades to be grouped together, leather shops for example would be arranged in rows or around a courtyard reflecting the sacred and organized nature of Souqs (Major and Tannous, 2020; Shahin, 2022). Moreover, as illustrated in Figure 2, Manama Souq attracted many visitors due to its proximity to sea ports while also serving a central role to cities, Souqs were considered to be the most diverse locations (Ray, 2019). Unlike contemporary retail areas, Souqs combined both trading and manufacturing activities. Like the pearl trade of Bahrain, preparation, selling and export functions were all located in a central area close to the port (Kazerooni, 2009; Naseeb et al., 2021).
Figure 1. From left to right, Souq area in a shopping mall in Bahrain compared to (right) Bab Al-Bahrain souq. (Source: Ghanim, 2020; Klaster, 2025).
Figure 2. Plan (left) for Bab Al Bahrain (Manama Souq Entrance [Red]) showing its proximity to port and centrality to surrounding areas and the sea (Blue). Historical photo from Manama Souq from the 1950s. Source (QDL, 2025; BNA, 2025).
Although the term Souq is widely used today to refer to a shopping space, the concept of the traditional souq still remains connected to the term Al Souq Al Sha’bi, which is mostly located within residential and historical areas around the kingdom. However, modern shopping malls started to attract both locals and residents by the late 20th century shifting user preferences towards air-conditioned shopping malls. Such characteristics resonate strongly with place attachment theory, where physical spaces become intertwined with personal as well as collective memory and identity (Abid and Haque, 2024b; Low and Altman, 1992; Xie and Wang, 2024). Souqs are not merely sites of commerce; they function as symbolic anchors of cultural continuity and social belonging. This combination of functional utility and emotional attachment sustains their relevance, even as urbanization and globalization reshape retail preferences (Ntakana et al., 2025).
1.2 History of bahraini trade and retail
The kingdom of Bahrain is an archipelago located on the eastern coast of the Middle East between the Kingdom of Saudi Arabia and Qatar as illustrated in Figure 3. The Kingdom of Bahrain has an area of 786.5 km2 with a population of 1.589 million (MIA, 2025a). The Kingdom is regarded for its extensive history during different ages and civilizations. Ancient Bahrain dates back more than 5,000 years and was known as Dilmun, Tylos and Awal. Other names such as the land of immortality and great paradise were used to the refer to the main island of Bahrain (MIA, 2025b). Commercially, Bahrain was known for being a regional stop for trade due to its location. During the 18th century Bahrain was praised for being the hub for international pearl trade which attracted merchants to the island. Interestingly, its role as an economic centre fostered openness and cultural exchange which contributed to the kingdoms diverse and progressive economic vision (MTT, 2025). The capital Manama was known amongst trades since it had ports and hosted many of the visiting merchants. Its name is derived from the Arabic term for sleep; the capitals name translates to “The place to sleep” (Fuccaro, 2000; 2009). Interestingly, one of the oldest mosques in the Kingdom, dating as far back as the 8th century, Al-Khamis mosque, was named after the Souq Al-Khamis (Thursday market) (Zier, 2015). Fast forward, the Japanese invention of cultured pearls coupled with the discovery of oil in the early 20th century encouraged the shift from Bahrain’s trading to local job opportunities which in turn lead to the oil industry taking over pearling and other local crafts and jobs at the time and ultimately shifting local traditions (Khuri, 1980; Naseeb et al., 2021).
Figure 3. The kingdom of Bahrain location. Source: Google Maps (2025).
During 70s and 80s of the 21st century, urban transformation began to gain traction as profits from oil production were allocated for new construction and industrial projects such as Housing, Hotels, Communication centers and other essential companies (El-Kholei et al., 2019). Furthermore, the rapid pace of development and large-scale urban planning initiatives undertaken by the government overlooked an essential component: the preservation of Manama’s historic fabric. As a result, historic cores such as the Souqs were increasingly abandoned (Alsabbagh and Alnaser, 2022). Around this time, small shopping malls were established but to little or no success when compared to traditional souqs and shops. Nevertheless, luxury shopping malls started gaining locals’ interest during the late 90s and early 2000s (Al Saif, 2024). However, at the time traditional Souqs were still a part of every locals’ daily lives.
1.3 Malls vs. souqs
Malls were introduced in the late 20th century around the 1980s in the Arabian Gulf. Fundamentally, shopping malls were first introduced in the USA around mid-20th century by architect V. Gruen to accommodate various needs of the residents of newly established suburban neighborhoods. The idea was to provide a centralized location that offered numerous activities such as shopping, entertainment, gathering areas and other leisure activities that have become more popular over time. Malls are technically considered to be large, complex and enclosed areas that are thermally controlled, allowing visitors to walk around comfortably (Arslan and Ergener, 2023; Luo et al., 2025).
The first authentic shopping mall was opened in the Kingdom of Bahrain in 1997 offering shopping and entertainment (Seef Mall, 2025). Ever since, numerous malls have been built in different areas in the Kingdom. In contrast to Souqs, the introduction of American shopping malls brought in opportunities for luxurious shopping experiences through international brands, while simultaneously offering entertainment venues for the consumers. At the beginning of the 2000s malls were considered to be a family attraction, specifically during Vacations like Eid holidays for example. Bahrain’s first mall offered dining, cinema, gaming arcades and playing areas, in an effort to cater for all family events in one place and this approach is believed to have played an essential role in popularizing malls locally, considering that (at the time of writing) there are more than 20 malls present in different areas around the Kingdom.
Jahawi (2023) compared both malls and traditional souqs and found out that certain preferences such as the lack of parking spaces, absence of recreational facilities (entertainment), no air conditioning or being outdoors and the lack of visually luxurious materials in construction, could all be considered as factors that steer locals away from traditional souqs. Additionally, these findings were aligned with another study, Rajagopal (2010) Who identified key factors that affect location preferences preference of shopping location tend to relate to the availability of recreational facilities (Entertainment), visual attractiveness, brands, and location of the mall. Similarly, a study focused on social behavior in retail districts in Bahrain highlighted that accessibility, parking spaces, recreational facilities, and visual elements such as facades and interior spaces influenced customers’ preferences, particularly local residents of the kingdom of Bahrain. Notably, dining was denoted as the most prominent activity by the participants, followed by family activates and enthrallment, while shopping rankled lower in priority (Mohamed and Allani, 2024). This shift underscores the duality of behavioral motivations. On one hand, utilitarian factors such as accessibility, climate-controlled environments, and functional variety draw users to Malls (Akroush et al., 2011; Qi et al., 2024). On the other, hedonic motivations status, leisure, and social engagement reinforce Malls’ role as aspirational and experiential spaces (Arnold and Reynolds, 2003; Justus et al., 2024). For many users, the mall has become more than a place to shop; it is a destination that integrates commerce, leisure, and community (Iqbal et al., 2022). Further, by surveying Bab Al Bahrain market (Manama Souq) visitors, Alalawi and Elghonaimy (2024) determined that factors such as Urbanization, Environment and Cultural Change were among the prominent factors behind visitors’ preference of visiting a Mall instead of the Souq (Traditional market). Interestingly, suggestions by the surveyed locals indicated that additional parking spaces, restoration of old buildings to conserve their architectural heritage, additions of recreational facilities and integration of greenery and air-conditioned spaces would increase locals’ interest in visiting Souqs. Moreover, other studies based in different countries and regions suggested a mix of similar and dissimilar local preferences, these findings have been summarized in Table 1.
Table 1. List of different factors impacting preference of shopping malls from different literature.
Lastly, available literature indicates a clear hedonic preference expressed in various users’ preferences, specifically factors like pleasing visuals, luxury and even the feeling of importance through customer value or services provided in malls. This dichotomy aligns with frameworks of perception and experience (Pine and Gilmore, 2013), which emphasize that user evaluations are not purely functional but also sensory, symbolic, and emotional. Perceptions of safety, cleanliness, and accessibility, combined with the sensory and social experiences of space, collectively inform behavioral outcomes such as loyalty and frequency of visits (El-Adly and Eid, 2015; Ntakana et al., 2025; Qi et al., 2024). This complexity explains why, despite infrastructural shortcomings, souqs maintain a steady base of culturally oriented users, while malls continue to dominate among comfort-seeking and hybrid users.
Yet, a critical gap persists. There is little empirical research in Bahrain that integrates spatial, cultural, and behavioral factors to explain user preferences and perceptions in a holistic framework. Existing studies are either descriptive or focus narrowly on functional dimensions, neglecting the deeper cultural and emotional connections that inform user choices (Alalawi and Elghonaimy, 2024; Lewicka, 2011; Major and Tannous, 2020). Moreover, the potential for hybrid retail spaces, environments that merge the cultural authenticity of souqs with the comfort and convenience of malls, remains underexplored in both academic literature and practice (Iqbal et al., 2022).
The present study addresses this gap by examining user preferences, perceptions, and experiences across both typologies, guided by a structured survey of 240 Bahraini nationals and expatriates. Specifically, the study aims to: (1) evaluate the spatial, cultural, and functional factors influencing user satisfaction; (2) analyze the roles of place attachment, perception, and behavioral motivations in shaping preferences; (3) segment users into preference clusters to identify key consumer profiles; and (4) assess user expectations for hybrid spaces that integrate the strengths of both Souqs and Malls. The ultimate objective is to inform evidence-based planning and design recommendations for sustainable, culturally sensitive retail environments that respect heritage while meeting contemporary needs (Luo et al., 2025; Teller and Reutterer, 2008).
Framed within these conceptual lenses, this study advances the understanding of Bahrain’s evolving retail landscape. It recognizes that users are not passive consumers but active participants in the negotiation between tradition and modernity. Their behaviors and expectations reflect a desire for spaces that are at once functional, aspirational, and culturally meaningful. This nuanced perspective provides not only academic insights into urban retail transformations but also practical guidance for policymakers, urban designers, and developers seeking to foster inclusive, adaptive, and vibrant commercial districts (Ntakana et al., 2025; Qi et al., 2024).
2 Methodology
2.1 Research design
This study adopted a comparative, survey-based cross-sectional design to investigate the preferences and experiences of users in relation to two retail typologies in Bahrain: the traditional souq and the modern shopping mall. The approach was chosen because survey-based comparative designs are particularly effective in capturing perceptions and behaviors across diverse urban retail environments (Algherbal et al., 2024; Francioni et al., 2018; Teller and Elms, 2012). By focusing on cross-sectional data, the study examines how spatial, cultural, and social factors influence user satisfaction and symbolic meaning at a single point in time, consistent with prior research comparing street markets and shopping malls in emerging urban contexts (Francioni et al., 2018; Sit et al., 2003). This design is particularly suited to culturally dynamic settings such as Bahrain, where tradition and modernity coexist and shape users’ perceptions of identity and belonging. These perceptions are socially constructed yet empirically observable through attitudinal indicators (Lewicka, 2011; Pine and Gilmore, 2013; Qi et al., 2024). The cross-sectional approach thus aligns with the cultural-symbolic framework of place attachment and consumer culture theory, in which momentary evaluations of space reflect deeper cultural narratives (Ntakana et al., 2025). Several constructs were adapted from validated retail satisfaction models (El-Adly and Eid, 2015; Teller and Elms, 2012), with modifications guided by cultural salience to ensure contextual relevance. For instance, items relating to “cultural identity,” “traditional ambience,” and “heritage representation” were refined to resonate with the Bahraini retail context, enhancing conceptual validity and avoiding direct replication (Algherbal et al., 2024).
2.2 Study area and participants
The study was conducted in Bahrain, where Souqs remain integral to the historical fabric, while malls represent contemporary urban retail growth. The target population included both Bahraini nationals and expatriates to reflect the multicultural reality of the country’s user base. A total of 240 participants responded to the survey, comprising Bahrainis (59.6%) and non-Bahrainis (40.4%), including Arab expatriates, Asian expatriates, GCC nationals, and Western expatriates. The age distribution was youth-dominated (63.3% aged 18–25), and the sample included more female users (68.3%), echoing prior findings that younger and female groups often represent the most active mall and market visitors in Gulf urban environments (El-Adly, 2007). In total, 300 questionnaires were distributed online and through social media platforms, of which 240 valid responses were retained after data cleaning, producing an effective response rate of 80%. The high response rate reflects both the accessibility of online platforms and the relevance of the topic among Bahraini residents and citizens.
2.3 Instrument development, data collection, and reliability testing
The structured questionnaire was developed using constructs adapted from prior retail and urban space studies (El-Adly, 2007; Teller and Reutterer, 2008) to measure ambience, accessibility, social interaction, and cultural identity. A 5-point Likert was used to record responses, a widely used tool for capturing user perceptions in retail and public space research (Hair et al., 2014; Likert, 1932). The questionnaire was pilot tested with 15 respondents from different age and nationality groups to refine language and sequence. Feedback was used to refine clarity, sequencing, and cultural appropriateness, following best practices for cross-cultural survey adaptation (Harkness et al., 2010). The final version included four main sections:
• User demographics (age, gender, nationality).
• Shopping practices (frequency of visits to souqs and malls).
• Perceptual items (fourteen Likert-scale statements on spatial, cultural, and social aspects).
• Attitudinal items (perceptions of cultural authenticity, comfort, and hybrid retail preference).
Data was collected through a self-administered online questionnaire distributed via social, academic, and community networks linked to souqs and malls. This approach enabled broad participation and reflected contemporary methodological practices in urban behavioral research emphasizing inclusivity and convenience (Ho and Au, 2020; Lionello et al., 2021).
To ensure internal consistency, Cronbach’s alpha was computed for the souq and mall (Table 2). The alpha coefficients were 0.841 for souq items and 0.864 for mall items, indicating strong reliability and aligning with established thresholds in social sciences (Abid and Haque, 2024a; Izah et al., 2023). Construct validity was supported by the Principal Component Analysis (PCA) results, which revealed coherent factor groupings consistent with theoretical expectations (Belwal et al., 2025). Beyond internal reliability, face validity was strengthened through expert review by three academics specializing in urban retail and cultural studies, who confirmed the contextual fit of adapted constructs. Content validity was further assured by aligning survey items with both utilitarian (accessibility, comfort) and symbolic (identity, heritage) dimensions central to the study’s conceptual model. This integrated approach ensures that the instrument reliably measures both functional and symbolic satisfaction dimensions in Bahrain’s dual retail context.
Table 2. Reliability statistics for survey.
The analysis proceeded in three stages:
• Descriptive statistics profiled users by age, gender, and nationality.
• Principal Component Analysis (PCA) was conducted separately for souq-related and mall-related items. PCA is a widely applied technique in retail geography and urban space research for reducing multi-item measures into interpretable latent dimensions (Belwal et al., 2025). The analysis identified user-oriented factors such as cultural identity and authenticity, spatial accessibility, social engagement, and functional amenities.
• Comparative interpretation contrasted the dimensions underlying souq and mall preferences, linking results to broader urban retail transformations in Bahrain.
2.4 Study limitations
The reliance on an online, self-administered survey may bias the sample toward younger and digitally active users, a limitation commonly acknowledged in contemporary urban research (Couper, 2000). While the sample size of 240 is sufficient for exploratory factor analysis, it may not fully capture the heterogeneity of Bahrain’s user base. Nevertheless, this demographic bias is not merely a methodological constraint but also reflects the population segment, most actively negotiating tradition and modernity within hybrid retail environments. Hence, the sample is theoretically consistent with the cohort most relevant to evolving consumption and spatial behaviors in Bahrain (Couper, 2000; El-Adly, 2007). Future studies should adopt mixed-methods design combining in-person interviews and ethnographic observations, to deepen contextual understanding of the latent factors identified in this research (Iqbal et al., 2022).
3 Results and analysis
3.1 Respondents’ profile
Table 3 and Figure 4 presents the socio-demographic profile of the respondents who participated in the survey. Out of the 240 participants, majority were female (68.3%), while male respondents accounted for 31.7% of the sample. The dominance of female participation highlights the active role women play in shaping user choices and everyday commercial activity in Bahrain. In terms of age distribution, the largest segment was the 18–25 years age group (63.3%), followed by 26–40 years (18.3%), and 41–55 years (14.2%). Only a small proportion of respondents were above 55 years. This age structure reflects a youth-dominated user base, consistent with the demographic patterns of Bahrain, where younger generations are highly engaged in both traditional and modern retail spaces. Regarding nationality, the sample was predominantly Bahraini (59.6%), supplemented by a sizeable proportion of Asian nationals (30.0%). Smaller groups included Arab nationals (5.4%), GCC nationals (4.6%), and a limited number of Western nationals (0.4%). This distribution reflects the multicultural composition of Bahrain’s population, and the inclusion of both nationals and expatriates is critical for evaluating how cultural identity and transnational experiences influence perceptions of souqs and malls.
Table 3. Respondents’ profile (n = 240).
Figure 4. Decomgraphic profile of respondents.
3.2 Descriptive contrasts between souqs and malls
Descriptive analysis revealed marked differences between user perceptions of souqs and malls (Table 4). Malls attained a higher overall satisfaction index (mean = 3.76) than souqs (mean = 3.43), with the difference (+0.34) reflecting malls’ advantage in functional amenities. Respondents evaluated malls particularly highly on accessibility and parking (mean = 4.35), signage and layout (4.42), safety (4.25), and cleanliness (3.90). Souqs scored significantly lower on these aspects (ranging from 2.4 to 3.5), highlighting persistent infrastructural shortcomings. In contrast, souqs performed better in domains that express cultural authenticity and heritage. They scored higher on traditional food options (3.87 vs. 2.50), reflection of Bahraini culture (4.05 vs. 2.98), and cultural/traditional experiences (3.75 vs. 3.21). These findings confirm that while malls dominate utilitarian criteria, souqs remain key to cultural expression and symbolic identity.
Table 4. Mean comparison of user perceptions across souqs and malls.
3.3 Factor structures: underlying dimensions of perception
Exploratory factor analysis (principal-axis factoring with oblique rotation) extracted two dominant dimensions for each retail format (Figure 5). For souqs, the first factor (33.8% variance explained) grouped ambience and social experience, including welcoming atmosphere, safety, social interaction, family orientation, and emotional attachment. The second factor (13.6%) corresponded to infrastructure and convenience, loading strongly on accessibility, signage, and cleanliness.
Figure 5. Scree plots for factor extraction in souq and mall items.
For malls, the first factor (36.3% variance explained) captured functional comfort, including access, signage, safety, variety, and ambience. The second factor (15.0%) reflected cultural and leisure enrichment, comprising traditional food, cultural representation, family leisure, and entertainment. These factor structures reveal that respondents interpret souqs and malls through a shared evaluative lens contrasting utilitarian functionality with cultural-symbolic depth.
3.4 Highest-loading items on PC1 and PC2
The loading patterns in Table 5 highlight that users view souqs primarily as cultural-social spaces but still apply modern standards of order and infrastructure. In contrast, malls are first and foremost spaces of functional reliability, with cultural and leisure activities acting as secondary differentiators. Together, these results reveal that users apply a shared evaluative schema but weigh the symbolic and utilitarian dimensions differently across formats.
Table 5. Highest-loading items on principal components (PC1 and PC2) for souqs and malls.
3.5 User’s segmentation: clusters of preference
Cluster analysis on factor scores identified three distinct user’s profiles (Table 6). The comfort-oriented cluster (38.3% of samples) prioritize cleanliness, safety, and ease of navigation, aligning strongly with malls. The culture-oriented cluster (32.5%) emphasizes heritage, identity, and traditional food, with preferences tilted toward souqs. The hybrid-oriented cluster (29.2%) values both functional amenities and cultural experience, signaling openness to integrative retail environments.
Table 6. Cluster-Based Segmentation of users Preferences: Souq vs. Mall.
3.6 Determinants of preference: regression results
Regression modelling explored predictors of the difference in preference (Mall Index–Souq Index) (Table 7). Frequency of mall visits was a significant positive predictor (β = 0.10, t = 2.75), while frequent souq visits were associated with reduced mall preference (β = −0.05, t = −1.25, marginal). Age was influential, with respondents aged 41–55 showing greater mall preference (β = 0.35, t = 2.95). Male respondents (β = −0.16, t = −1.94) and Asian expatriates (β = −0.33, t = −1.87) leaned relatively more toward souqs. The model explained 9.7% of the variance (R2 = 0.097), consistent with behavioral studies that emphasize the role of both structural and symbolic factors (Kunc et al., 2020). The relatively low R2 value (0.097) is typical in behavioral studies where attitudes and cultural perceptions are shaped by multifactorial and latent variables (Hair et al., 2014). Rather than indicating weak explanatory power, this value reflects the complexity of symbolic and experiential factors influencing user preferences, dimensions that are often diffused and context dependent.
Table 7. Regression model of mall–souq preference difference.
3.7 Hybrid readiness: prospects for coexistence
A strong majority of respondents (71.4%) endorsed the idea of a hybrid retail space combining elements of both souqs and malls, with an additional 24.3% indicating “maybe” and only 4.3% rejecting the concept outright (Figure 6). Average agreement scores also indicated support for integrating cultural exhibits into malls (3.83) and establishing dedicated heritage zones (3.79). Together, these results suggest that users view souqs and malls not as mutually exclusive but as potentially complementary. The implication is that Bahrain’s retail development could pursue integration, combining the comfort and clarity of malls with the identity and authenticity of souqs.
Figure 6. Distribution of responses to the question: “Would you like to see a hybrid space combining elements of souqs and malls?”
4 Discussion
The findings of this study demonstrate that the relationship between functional convenience and cultural-symbolic value determines the preferences of retailers in Bahrain, which follows the trends observed in other rapidly urbanizing societies (Alalawi and Elghonaimy, 2024). Modern malls are perceived as reliable, comfortable, and aspirational environments offering accessible, safe, and climate-controlled amenities, which align with the utilitarian consumption motives as the primary forces behind actions (Fares et al., 2025; Iqbal et al., 2022). This observation reflects the data of the neighboring contexts; for example, in Egypt and Pakistan, shopping centers have users who choose outlets based on the quality of the environment, its safety, and leisure amenities (Hu et al., 2023; Ribeiro Coimbra et al., 2023). On the other hand, the traditional souq is still a culturally embedded environment that fosters social interaction, heritage experience and collective identity which is a resonating strongly with place attachment theory (Qiu et al., 2025). The souqs in Bahrain are not just a marketplace, but a symbolic source of cultural continuity, identity and social belonging (Alalawi and Elghonaimy, 2024). The coexistence of these dual retail modalities, the mall and the souq, is an indicator of negotiated consumer behavior where the practical utility and cultural symbolism are balanced simultaneously rather than one displacing the other. This dichotomy correlates with traditional hedonic-utilitarian frameworks (Babin et al., 1994) and shows that even when consumers want convenience, they still look for places with social and emotional meaning.
Notably, the study’s design and measures were adapted to capture these context-specific dynamics. Several survey constructs were adapted to the Bahraini cultural context to enhance relevance, so instead of directly importing Western-centric retail metrics, we refined and, where needed, reworded or excluded certain items to better reflect local meanings. For example, some of the earlier mall satisfaction scales focus on generic indicators such as “entertainment variety” or “merchandise value” (El-Adly and Eid, 2015); we extended these by adding items on “traditional ambience” and “cultural representation” so that the souq’s heritage appeal and cultural elements within malls were also captured. An item such as “The atmosphere is enjoyable” was rephrased to “The traditional ambience is enjoyable” when referring to souqs, specifically invoking the heritage. Similarly, mall-related items contained sentences touching upon offering “authentic Bahraini experiences” (e.g., availability of local crafts or traditional food), which is hardly ever mentioned in regular surveys of the mall, but was salient here (Alalawi and Elghonaimy, 2024). In contrast, the purely commercial products with not much cultural appeal, e.g. related to international brand diversity or seasonal promotions were deemphasized or dropped, because our priority was on the spatial, social and symbolic dimensions. Such modifications are also supported scholarly: they follow best practices for cross-cultural survey design to improve conceptual validity (Harkness et al., 2010; Manuel et al., 2024). The contextual fit of our adapted constructs was ensured through expert reviews and high reliability (0.85) and clear factor structure obtained supports this method. It is interesting to note that we added culturally salient items, and, due to this, the results showed that souqs rated significantly higher than malls on such dimensions as cultural authenticity (e.g. “reflects the Bahraini culture”) and heritage experience. This result justifies the change of the wording and the decision to incorporate this sort of items - in case we were using the scales designed in other countries, the cultural aspect of the user satisfaction could have been missed. In sum, the instrument’s cultural tailoring ensured that both functional and symbolic dimensions of retail experience were captured, providing a more holistically valid assessment of Bahraini consumers’ preferences.
The division of factor structures and the division of user groups also demonstrate the way negotiation between tradition and modernity among Bahraini consumers takes place. Both the malls and the souqs were evaluated through a shared cognitive schema between the utilitarian comfort and the cultural-symbolic depth, although the emphasis on each side was different among the consumer segments. The comfort-oriented users (about 38% of respondents) priortized safety, cleanliness, navigability, and other functional attributes (e.g., ample parking, air conditioning and clear signage). In contrast, culture-oriented users (∼32%) emphasized more on heritage, authenticity, and traditional food which are areas where the souqs perform best despite their low infrastructural quality. The other hybrid-oriented cluster (∼30% of users) tried to experience the efficiency of malls and the cultural richness of the souqs. This trend can be seen as a negotiation of marketplace meanings as per the consumer culture theory: consumers are not just choosing spaces based on utility alone, but also for the narratives or stories and identities those spaces represent. The cultural versus functional tension, which is witnessed in this case, is similar to the utilitarian versus emotional values that are highlighted in the consumer value theory. Yet, in Bahrain’s context, such orientations are not opposites than intertwined strands, which agrees with the above argument by Arnould and Thompson (2005) that consumers are meaning-makers who weave global forms into local culture. The persistent attachment towards the souqs when most of the places are not even modern in terms of their comfort is a good example of place attachment processes during which collective memory and identity can outweigh physical convenience in shaping preferences. This follows the place attachment theory, and the environmental psychological research finds that emotional attachment to historic places tend to persist even without the places being as comfortable or efficient (Lewicka, 2011; Relph, 1976; Scannell and Gifford, 2010). The fact that we have identified a hybrid segment is also interesting in another way, namely, it is not just a middle category but an emergent “new urban identity” itself, that blends global consumer trends with local cultural heritage. This resonates with Abaza (2001) findings that reveal a “hybridization of tastes” among urban consumers in the Middle East who adopt modern shopping venues while still valuing traditional cultural expressions. Concisely, the urban shoppers of Bahrain exemplify how Gulf urbanism can create the atmosphere of negotiated continuity: modernity is being welcomed, but the past should not be forgotten, and it is a continuum between souq and mall experiences not a radical opposition between the two.
The demographic and behavioral differentials in our results further enhance this interpretation. Regression analysis showed that frequent mall goers show a stronger preference to malls - an intuitive reinforcement effect as habit and familiarity are generated by constant exposure. More revealing, but more destructive were the cultural and gender trends: expats, specifically Asian origin, and male respondents showed a higher inclination towards souqs (compared to Bahraini and women). This suggests that cultural familiarity and social practice are huge determinants of retail loyalties. Most Asian expatriates in Bahrain come in with cultures of diverse open-air markets and might be drawn to the souqs because of their nostalgic quality, affordability, or community feel. Similarly, male inclined towards souqs may indicate traditional male-dominated trade in that type of market or the unstructured and sociable environment of the bazaar. These trends are consistent with other settings where ethnicity and social background influence the shopping venue preferences–for example, in Mexico, Rajagopal (2010) found that ethnicity and perceived modernity had a strong influence in the selection of malls over street markets. These details emphasize the fact that retail preferences are mediated culturally by expatriates and locals may use the retail spaces differently, based on their own heritage and expectations of social space. At the same time, the low value of R2 of the regression model (0.097) means that there is no single group of demographics that reflect preferences completely, which supports the idea that a myriad of situational and cultural factors (unmeasured in the survey) is involved. The limited influence of basic variables such as age and the nationality division highlights the fact that the consumption choices are complex expressions of identity and context, who they are and where they live rather than being the results of economic utility or demographics. This complexity is aligned with the fact that shopping behaviors in culturally stratified environments cannot be simplified into simple formulas - they belong to larger social trends and lifestyles in transition (Arnould and Thompson, 2005; Lewicka, 2011; Pettersen et al., 2023).
More importantly, our findings dismantle any perception that malls and souqs are an “either-or” a choice among the Bahraini users. Rather, these spaces are perceived as complementary nodes in a retail ecosystem each with a different role, although sometimes that overlap. Most of the respondents (71%) expressed their support to hybrid retail models, by imagining a mall that combines heritage elements and a souq that incorporates modest modern amenities. This strong support of convergence is an expression of a public desire to bridge tradition and modernity instead of losing either to the other. The steps in this direction are already being observed: recent local initiatives such as Muharraq Nights and Retro Manama festivals, as well as new commercial projects like Souq Al Baraha and Al Liwan are intending to consciously blend traditional Gulf architecture themes and cultural programming into contemporary retail formats. Such efforts are representative of how cultural continuity is achievable in the process of maintaining its reliability in terms of comfort, entertainment and efficiency that the modern consumer may require. A prominent regional example is Doha’s Souq Waqif, where the historical market was meticulously restored and upgraded with modern safety, parking, and climate control features to enhance usability without diluting its old-world charm. The experience of Souq Waqif that has succeeded in attracting both locals and tourists proves the usefulness of such integrative design, as Tannous and Furlan (2018) have found that convenience and authenticity do not necessarily require mutually exclusive factors in Gulf urban projects. Theoretically speaking, the tendencies are the illustrations of the phenomenon of hybrid consumption spaces (Bell, 2007) the space in which commercial efficiency is blended with the cultural and social experience (Batool and Bahauddin, 2025; Y. Guo et al., 2025). This is more applicable in the GCC where there is a high rate of urbanization and globalization that has compounded the situation of maintaining the cultural identity and adopting the modern way of life. Our findings suggest that Bahrain is not overcoming this tension by replacing the old with the new, but through creative blending. In doing so, it becomes a part of a bigger Middle Eastern narrative in which the mall and the souq coevolve: The mall has embraced local symbolism to escape the alienating “placelessness” of the globalized retail store, and the souq has been inventive in its services to still exist in the contemporary era. This negotiated balance makes sure that the process of modernization in the retail environment of Bahrain does not overshadow the cultural symbols and social practices that invest places with their meaning. Rather, the development is more of a cyclical and adaptive i.e. modern retail forms are absorbing and reinterpreting traditional cultural meanings, creating spaces that are simultaneously both familiar and new (Bo and Abdul Rani, 2025).
Overall, the discussion highlights that the Bahrain shoppers are dynamic players in the process of reconciliation between tradition and modernity. By adapting our research instruments to the local culture, we were able to capture how place attachment, consumer culture and symbolic value jointly influence retail preferences. The implications are clear: the idea of sustainable retail development in Bahrain and other GCC settings should not be used to contrast the souqs with malls, but to find integrative solutions that would respect the heritage yet provide the comfort of the modern world. According to the place attachment theory, the malls should be made more attractive than just convenient by making them have stronger emotional and cultural resonance (through design and programming). Similarly, infusing souqs with modest functional upgrades can mitigate the practical drawbacks without eroding their authenticity. The evidence and analysis provided in this study confirms that the future of the urban retail in Bahrain is in the hybrid strategies, spaces that blend public life with commerce and culture, at the same time ensuring the perpetuation of cultures while meeting contemporary consumer needs. The Bahraini case therefore adds to the wider urban discourse of the Gulf region as it shows how cities can transform their retail forms that respect the past as they adapt to the future.
5 Conclusion
This study advances understanding of Bahrain’s evolving retail landscape by empirically capturing the complex drivers of user’s preferences across Souqs (traditional markets) and modern malls. The findings confirm that while malls dominate in terms of functional reliability, safety, and aspirational value, souqs maintain their relevance through deep cultural and social connections. These results suggest that retail transformations in Bahrain are not characterized by displacement but by coexistence, with users selectively engaging both spaces based on situational needs, emotional ties, and socio-economic contexts.
Although the empirical results distinguish functional and symbolic preferences clearly, their coexistence also reveals a deeper uncertainty within Bahrain’s urban modernity. Users value malls for efficiency yet seek in them the sensory and social warmth traditionally found in souqs. This tension suggests that retail transformation is not a direct shift from tradition to modernity but a cyclical process of adaptation, where modern retail forms absorb and reinterpret cultural meanings. Recognising these dynamic challenges deterministic views of globalisation and invites a reading of Gulf urbanism as a space of negotiated continuity rather than abrupt rupture.
From a policy and planning perspective, these insights underscore the importance of adopting integrated strategies for urban retail development. For souqs, incremental improvements, such as enhanced signage, upgraded infrastructure, and modest forms of climate control, could enhance their functional appeal while preserving their cultural authenticity. For malls, embedding heritage zones, promoting local crafts, and curating cultural events could enhance emotional attachment and diversify their value proposition. Such hybrid strategies have the potential to foster more inclusive, resilient, and culturally grounded retail environments.
The study’s scope is restricted by its cross-sectional design and the dependance on self-reported perceptions. The online mode of data collection favoured younger, digitally active respondents and under-represented older or less tech-oriented groups. While the survey captured people’s attitudes, it did not observe their behaviour directly. Future research using ethnographic observation, spatial tracking, or long-term comparison could clarify how preferences translate into spatial practices and temporal change.
At a theoretical level, this research contributes to the growing body of literature on urban retail dynamics in non-Western contexts by validating the relevance of utilitarian vs. hedonic consumption theory, place attachment, and hybrid consumption space frameworks. These findings validate the relevance of theories in explaining user preferences in rapidly urbanizing GCC cities.
Future research should extend this inquiry through longitudinal studies and mixed methods approaches to capture evolving user behaviors and the impact of policy interventions. Ethnographic insights and spatial analyses would further enrich understanding of how retail spaces in Bahrain can adapt to demographic shifts, technological innovations, and changing cultural narratives.
Beyond its empirical findings, the study contributes conceptually by positioning Bahrain’s retail landscape within the wider debate on hybrid consumption spaces (Bell, 2007). It shows how practical needs and cultural meanings combine to form spaces that blend public life with commerce and culture. For urban design and policy, this insight implies that regeneration initiatives should move beyond façade restoration or comfort upgrades to address the experiential and cultural narratives embedded in retail spaces. Planning instruments that integrate heritage interpretation, climate comfort, and participatory design can transform souqs and malls into inclusive civic arenas rather than isolated commercial areas.
In conclusion, Bahrain’s retail ecosystem reflects a negotiated balance between cultural heritage and modern aspirations. By embracing hybrid strategies, Architects, Urban designers, policymakers and developers can ensure that both Souqs and Malls remain vital, complementary components of the urban fabric, securing cultural continuity while addressing contemporary user needs.
Data availability statement
The original contributions presented in the study are included in the article/supplementary material, further inquiries can be directed to the corresponding author.
Ethics statement
Ethical approval was not required for the study involving humans in accordance with the local legislation and institutional requirements. Written informed consent to participate in this study was not required from the participants or the participants’ legal guardians/next of kin in accordance with the national legislation and the institutional requirements.
Author contributions
NA: Writing – original draft, Conceptualization, Data curation, Formal Analysis, Investigation, Methodology, Software, Validation, Writing – review and editing. MM: Conceptualization, Data curation, Investigation, Methodology, Validation, Writing – original draft, Writing – review and editing. MK: Investigation, Supervision, Validation, Writing – review and editing. HA: Investigation, Supervision, Validation, Writing – review and editing.
Funding
The authors declare that no financial support was received for the research and/or publication of this article.
Acknowledgements
We would like to thank all survey participants in this study.
Conflict of interest
The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
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Keywords: traditional markets, shopping malls, Bahrain, GCC, Islamic culture, user preferences, cultural identity
Citation: Abid N, Mestarehi M, Khalfan M and Almadhoob H (2026) Negotiating tradition and modernity: users preferences of souqs and malls in Bahrain. Front. Built Environ. 11:1714841. doi: 10.3389/fbuil.2025.1714841
Received: 28 September 2025; Accepted: 24 November 2025;
Published: 02 January 2026.
Edited by:
Asifa Iqbal, University of Gävle, SwedenReviewed by:
Hourakhsh Ahmad Nia, Alanya University, TürkiyeSulfiah Dwi Astarini, National Research and Innovation Agency, Indonesia
Copyright © 2026 Abid, Mestarehi, Khalfan and Almadhoob. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
*Correspondence: Motaz Mestarehi, bW1lc3RhcmVoaUB1b2IuZWR1LmJo