Evaluation of dine-in restaurant location and competitiveness: Applications of gravity modeling in Jefferson County, Kentucky

Within a highly localized market area where restaurants are within close proximity and contain similar markets, a market potential model was unable to accurately capture the real conditions of this market. The gravity model was able to accurately reflect these conditions, but as the variables within the model were manipulated the strength of the correlation decreased and the model became less accurate. The highly localized study area indicated the importance of the site characteristics in attracting customers, as well as the importance of the appropriate selection of variables in modeling to reflect an accurate magnitude of spatial interaction.