Revisit the Huff model: A review on the factors affecting the potential of development site for shopping mall

Abstract

The selection of a commercial real estate development site, especially for a shopping mall or complex, must be carried out carefully to ensure that the development results will produce a good return for the investors. Various approaches have been highlighted to determine the potential possessed by a site proposed for the development of a shopping mall, for example, by conducting the feasibility study, market study, site analysis, and others. In addition, the potential of the shopping complex development site can also be determined through the use of the Huff Model (HM). Through this model, a shopping complex development site's potential is determined by referring to the two main components: "Size of shopping mall"and "Traveling time to the shopping mall."However, the adequacy to consider these two components as the primary basis for determining a shopping mall development site's true potential has been questioned by various parties. This study has been implemented to identify other components that should also be considered part of the main determinants of the shopping mall development site's real potential.