How Advanced Huff Model works

The Advanced Huff Model is an evolution of the original Huff Model, which was implemented in ESRI Business Analyst and identified as the Gravity Model. In contrast to the original model, the advanced model can take into account more than one attraction characteristic of a shopping center.

The Huff Model is an established theory in spatial analysis. It is based on the principle that the probability of a given consumer visiting and purchasing at a given site is a function of the distance to that site, its attractiveness, and the distance and attractiveness of competing sites.

This specific model, in the area of spatial interaction research, was refined and made operational by Dr. David Huff of the University of Texas nearly 40 years ago. The advent of powerful desktop computers has made it possible to apply the model.

Both models can be represented as the following:

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