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536 site analysis
themselves. Sites are frequently also sights,
combined in the tourism activity of sightseeing.
site analysis
G.J. ASHWORTH, THE NETHERLANDS
A site is a specific real estate holding usually
identified by an address. After a firm has chosen a
location or trading area in which it wishes to
locate its business, it must select a site from one or
more alternatives available. This is the evaluation
of one or more sites for the purpose of conducting
a profitable business. Since changing sites is costly,
this selection is an important medium to long term
decision for most companies.
Site analysis is especially important in the case of
service industries like tourism, because the
customer must be present when and where the
service is rendered. From the perspective of the
consumer, good sites must be easy to find and
access. Those which are located in well-known
business areas or streets are more easily found than
those off the main routes, but they must also be
attractive and safe from crime. Good sites are
highly visible �for example, street corners), or can
be made so with signage. If customers arrive on
foot, sites near subway or bus stops are preferable.
Those arriving by private car require nearby
parking with easy access and egress. They will
often shop for several products or services in one
trip to save time and money, or enhance their
enjoyment. Consequently, sites located in areas
with many merchants are often preferable to those
which stand alone. Impulse sales are a direct
benefit of locating in sites which maximise both
visibility and traffic.
In addition to factors which influence consumer
preference, sellers are concerned with operating,
competitive and regulatory factors. A potential site
must be large enough to accommodate longer term
business goals, or allow for future expansion into
adjacent space. Operating costs are much higher
for sites that are not connected to public utilities,
sewer and telephone communication lines. By-laws
may restrict the use of a site, exterior or interior
renovations and the size or type of signage
permitted. Fire, health and handicap access
regulations may vary from one site to another
and contribute to renovation costs. Some firms
locate near their competitors �for example, hotels)
while others prefer to keep their distance. In
general, the best sites command high rents or
property values.
Site analysis can be done qualitatively through
discussions and consensus. Quantitative methods
are also available to assist in making optimal
decisions, such as multiple linear regression
approach. The Huff model uses the proximity of
consumers to competing sites to select the best
location. A relatively simple breakeven analysis can
also be used to select the best site based on fixed
and variable cost estimates, expected sales volume
and profit targets.
Further reading
Huff, D.L. �1996) À programmed solution for
approximating an optimal retail location', Land
Economics, August: 293±303.
Kimes, S.E. and Fitzsimmons, J.A. �1990) `Selecting
profitable hotel sites at La Quinta Motor
Inns', Interfaces 20�2): 12±20.
site, sacred
JOACHIM BARTH, CANADA
Almost all religions define certain places to be
holy, and travel to them is often recommended or
even obligatory. A holy place is a sacred building
�church, mosque or temple) located at a certain
site, or sometimes a religious statue, tomb or
painting or some other religious object �such as the
Kaaba in Islam). The sacred site can be defined as
a religious nucleus in a greater holy area of
religious significance with historic and/or artistic
importance. Very often religious ceremonies or
festivals are celebrated at these sites at a specific
time or on specific occasions, and at those times the
presence of tourists may be limited or banned. A
distinction is made between shrines, holy places
and sacred sites.
BORIS VUKONIC Â ,CROATIA