Like everything else, models are only worth whatever someone else is prepared to pay for them. As time spent, special materials, skills and ingenuity may count for nothing, the seller has the job of getting the best price he can, and it's not easy.
The advantage of a specialised Auction is the model is exposed to people interested in and likely to buy models! It's a quality audience. With luck two enthusiasts will fight to the death for the honour of buying it, but don't be surprised that no one bids or it goes for a song on a bad day. Setting a reserve price might be prudent. The downside is it's a professional service that runs a venue and pays staff and tax. The service is paid for by you, but you hope the item covers the pain by selling for big money.
Advertising on this site and the magazines is free, but I'm not sure either are read by rich collectors. Worth a try though.
Online auctions like ebay are popular because they have an enormous audience. This increases the chance that two or more people will want to buy it and throw money at you. Online auctions also take a cut, and there's some risk of getting into a dispute : someone buys it, it arrives damaged, or they disagree with your description!
Plenty of antique, house-clearance, and second-hand shops take models, but don't expect top dollar from them. I occasionally see adverts in the mags and local paper from dealers, but they too have to make a living from it. Expect to get about half what they think the going rate is.
Private sales are usually the best way to maximise value because there's no tax or overheads. All you have to do is find a customer who wants it…
If I was selling a particularly fine model, I'd go the specialised Auction House route because they're aimed at serious collectors. Otherwise, an online auction because the audience is huge, and several people might be keen. Online, you have to put the effort in to sell it: several good photographs and an accurate description.
Dave