Place in Hospitality Marketing: Location Chapter 10 Place in Hospitality Marketing: Location Marketing Hospitality, 3rd ed., Hsu/Powers

Location Strategies Clustering Location type Colocation Cannibalization Location type Freestanding or POD Colocation Funnel or magnet

Tactical Issues Location Site Decision Decision 

Restaurant Location Evaluation Trading area Population and its characteristics Relations to Roadway systems and traffic Physical barriers Social barriers Distance Local traffic Other sources of business Gravity of large centers and traffic flow Gravity model Competition

Restaurant Site Evaluation Traffic Visibility Relative visibility Accessibility

Visibility and Accessibility Site B Site A Site H Site G Site F Site E Site D Site C

Restaurant Site Evaluation Visibility Accessibility Size Parking Cost Land use in surrounding area Site terrain

Hotel Feasibility Study Site evaluation Marketing area analysis Demand analysis Build-up approach Current demand Competitive/supply analysis Other study contents Revenue, expenses, profits Informed judgement