In the contemporary era of smart tourism, travelers face more accommodation options than ever before. The rapid expansions of alternative accommodation sector are partially owing to the growth of electronic commerce and the rise of online intermediary platforms. Online travel agencies serve as a critical distribution channel for tourism sectors, and the significance is further increased for small and micro entrepreneurs whose direct communication channels are scarce. Considering the holistic process of customer experience started with a third-party online intermediary, this study explores basic and extended attributes of small and medium-sized alternative accommodation where the comparative value is created. In order to achieve the objective, a research design was developed to synthesize the qualitative evidence. The synthesis encompasses both theoretical and practical perspectives, from a systematic review and opinions of academic professionals to an in-depth interview with an industry expert and the current practices of online travel agencies. This study suggests that the sources of value creation for alternative accommodation are not always consistent with those of the traditional. Accounting for the temporal and spatial dynamics in customer experience, the findings of this study provide insights on the comparative value of alternative accommodation, to both academic and industry audiences.

Abstract
 1. Introduction
 2. Theoretical Background
  2.1. Alternative Accommodation
  2.2. Small and Medium-sized Alternative Accommodation and Online Travel Intermediaries
  2.3. Attributes Affecting Customer Evaluation
 3. Methodology
  3.1. Research Design
  3.2. Procedure
 4. Findings and Discussion
  4.1. Basic Attributes
  4.2. Extended Attributes
 5. Conclusion
 References

• Unji Baek(Tourism Industry Data Analytics Lab (TIDAL), Sejong University, Korea)
• Seul-Ki Lee(TIDAL, Department of Hotel and Tourism Management, Sejong University) Corresponding Author