Modeling digitally augmented Huff model: Evidence from Otaku culture–driven spatial interactions

Abstract

The digital era is reshaping how people engage with urban spaces; however, traditional spatial interaction models, such as the Huff model, have not reflected the growing importance of digital exposure in destination choices, which primarily emphasize attractiveness and travel costs in physical spaces. This study presents a digitally augmented Huff model that integrates digital metrics (such as follower count, like count, and post volume) to illustrate the influence of digital presence within Otaku store clusters. The Otaku fans, a digitally responsive group passionate about anime, comic, and games, serve as an ideal case to examine digitally mediated mobility. We developed a method to identify Otaku and estimate their visitation patterns to Otaku store clusters. The results from the three major Chinese cities show that digital attractiveness consistently and positively influences Otaku fans’ destination choices, with distance decay parameters indicating markedly weaker decay than conventional benchmarks. Additionally, the calibrated parameters reveal variability in the impact of digital indicators, and the influence of different digital platforms also varies, showing how different digital spaces shape mobility in distinct ways. This study improves the Huff model by embedding digital influence into spatial interaction modeling and offers insights for urban planners and cultural marketers aiming to leverage digital platforms for place-making and cultural consumption.