Business Route Planning Using GIS Technology: The Case of Footwear and Leather Retail Stores in Central Athens

Abstract

This chapter presents research aimed at highlighting and connecting retail trade related businesses located in close proximity to each other in central Athens, through the design and mapping of shopping routes. The purpose of this research is to stimulate consumption in small and medium-sized retail stores by integrating shopping with other elements of the city space. The methodological approach that was followed includes spatial analysis methods using Geographic Information System (GIS) for the accurate delineation of routes through the combination of quantitative and qualitative criteria such as: thematic identity of route and the participating retail shops, location and spatial concentration of stores, proximity of retail shops with complementary economic activities, availability of public space, public transport network and proximity to cultural activities. These criteria were taken into account for the definition of a final composite index that highlights areas with high suitability for the shopping routes. Indicatively, this chapter presents one such route based on the theme: “Retail of footwear and leather goods”. In this framework, all stages of spatial analysis processes are presented, i.e. the selection of the appropriate criteria, the delineation and mapping of the shopping route.