Cross-Border Differences and Unfamiliarity: Shopping Mobility in the Dutch-German Rhine-Waal Euroregion

Many international differences can be experienced in shopping spaces on both sides of a national border. Other languages, unfamiliar goods and unknown spatial codes are only a few of the physical-functional and socio-cultural differences that could cause exciting and stimulating situations but could also be perceived as problematic and deterring. This paper analyses perceptions, motivations and practices of cross-border (non-)shoppers and provides insights into ways in which people from cross-border regions deal with differences and the extent to which they interact across borders. The aim is to both theoretically and empirically substantiate the dynamic concept of (un)familiarity by scrutinizing the impact of “push”, “pull”, “keep” and “repel” factors on shopping (im)mobility in the Dutch-German Rhine-Waal Euroregion. These factors are seen as rooted in dynamic processes of constructing, deconstructing and reconstructing differences between places on both sides of the border. In so doing, attention is paid to changing shopping practices and motivations and influencing changing perceptions of international differences. As such, the paper also discusses “familiarization processes” in cross-border regions. The concluding section provides critical reflections on the current European policy approach towards cross-border regional development. In fact, the paper ends with a plea for more instead of less borders, as borders are markers of international differences which could promote cross-border mobility.