Exploring the Effects of Sampling Locations for Calibrating the Huff Model Using Mobile Phone Location Data

The introduction of the Huff model is of critical significance in many fields, including urban transport, optimal location planning, economics and business analysis. Moreover, parameters calibration is a crucial procedure before using the model. Previous studies have paid much attention to calibrating the spatial interaction model for human mobility research. However, are whole sampling locations always the better solution for model calibration? We use active tracking data of over 16 million cell phones in Shenzhen, a metropolitan city in China, to evaluate the calibration accuracy of Huff model. Specifically, we choose five business areas in this city as destinations and then randomly select a fixed number of cell phone towers to calibrate the parameters in this spatial interaction model. We vary the selected number of cell phone towers by multipliers of 30 until we reach the total number of towers with flows to the five destinations. We apply the least square methods for model calibration. The distribution of the final sum of squared error between the observed flows and the estimated flows indicates that whole sampling locations are not always better for the outcomes of this spatial interaction model. Instead, fewer sampling locations with higher volume of trips could improve the calibration results. Finally, we discuss implications of this finding and suggest an approach to address the high-accuracy model calibration solution.