ENTER2017 eTourism Conference presentation

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A synthesis of unique product
attributes for alternative
accommodation types
Unji Baek
Young-joo Ahn
Seul Ki Lee
Sejong University, Republic of Korea
http://www.sejong.ac.kr
This study is supported by Ministry of Education and National Research Foundation of
the Republic of Korea

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Contents
1. Background
2. Methodology
3. Findings
4. Conclusion

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1. BACKGROUND

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Innovative Lodging Products
• Airbnb (Guttentag, 2015)
• Guesthouse (Choi, Buzinde & Lee, 2015)
• Non-traditional hostel (Amblee, 2015)
• Bed-and-breakfast (Hall & Rusher, 2013)

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Alternative Accommodation
• Alternatives to conventional types
– Gunasekaran and Anandkumar (2012)
– Commercial homes, bed and breakfast
operations, guesthouses, homestays and
service apartments

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Alternative Accommodation
• Definition
– A non-traditional subgroup of the
accommodation sector offered as a direct
alternative to hotels and motels for
customers, the use of which is facilitated
through internet and e-commerce, and not
distinguished by the particular tangible or
services attributes of the operation

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Alternative Accommodation
• Small and medium-sized alternative
accommodations
– Primarily operated by micro-entrepreneurs
– Usually lack their own websites or information
channels outside of third-party intermediaries
(Dombay, Seer, Magyari-Sáska, & Seer, 2010)

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Industry Practice

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Industry Practice

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Industry Practice

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Common Attributes

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Are they the same?
• Fundamentally different experiences
– Co-created value through interaction
(Smaliukiene, Chi-Shiun, and Sizovaite, 2015)
• Only to a limited degree for traditional
accommodation types (Rheem, 2012)

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Are they the same?
Traditional
accommodation
Alternative
accommodation
Evaluation
attributes

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Problem & Purpose
• Problem statement
– Information gap
• Purpose of study
– Bridging the gap
• Cleanliness, staff, facilities, location, price + α

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2. METHODOLOGY

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Meta-interpretation
• Meta-interpretation
– Published studies on alternative
accommodation
– Suggested by Weed (2006, 2008)
• Synthetic approach
– To broaden the body of knowledge from extant
literature

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Meta-interpretation
7 fundamental features of meta-interpretation. Weed (2008, p. 23)

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Theoretical Sampling
Journal Selection
Keyword
Search & Screening
Final Sample for Synthesis
Annals of Tourism Research, Tourism Management,
Journal of Travel Research, International Journal
of Hospitality Management, Journal of Hospitality
and Tourism Research, International Journal of
Contemporary Hospitality Management, and
Cornell Hospitality Quarterly
“Guesthouse”, “Airbnb”, and “Hostel”
1. Brochado, Rita, & Gameiro (2015); 2. Choi,
Buzinde, & Lee, (2015); 3. Choo & Petrick (2014); 4.
Hassanli, Gross, & Brown (2016); 5. Hernández-
Maestro & González-Benito (2013); 6. Murphy
(2001); 7. Nyaupane, Teye, & Paris (2008); 8. Park &
Santos (2016); 9. Santos (2016); 10. Sørensen (2003);
11. Tussyadiah & Pesonen (2015); 12. Tussyadiah
(2016); 13. Wang & Hung (2015); 14. Wang (2007)

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3. FINIDINGS

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Results
Attribute Interpretation
Host to Guest
(H2G) Interaction
Host-guest interaction in alternative accommodation is regarded as an
important factor. Guests can sense hospitality by interacting with their
host, and often expect a higher level of interaction with a service
provider when staying in alternative accommodation types. Both quality
and quantity of interaction should be considered. However, some guests
of alternative accommodation may seek a minimum level of social
interaction.
Guest to Guest
(G2G) Interaction
G2G interaction stimulates information and sharing travel experiences.
Interaction between guests includes both offline and online channels.
Offline G2G interaction is seldom expected among users of traditional
accommodation.

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Results
Attribute Interpretation
Neighbourhood
Neighbourhood for alternative accommodation has a different meaning
from that for the traditional type. Whereas guests in traditional
accommodation pay more attention to locational advantage such as
convenience and accessibility, guests staying alternative accommodation
seek the value from locale and authenticity of neighbourhood and are
more likely to enjoy local culture.
Atmosphere
Atmosphere represents subjective and emotional characteristics of
accommodation servicing guest experience. Guests seek a warm and
relaxing home-like atmosphere in alternative accommodation.
Moreover, they seek unique form of accommodation which offers a
blend of local culture.
Flexibility
Alternative accommodation tends to be more flexible and ambiguous in
terms of regulation and the governance compared to standardised
hotels. This flexibility allows travellers to have more comfort and
freedom when planning arranging schedule, supporting their autonomy.

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4. CONCLUSION

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Conclusion
• Implications/ Applications
– Five unique attributes identified through
synthesis of relevant literature
• H2G interaction, G2G interaction, neighbourhood,
atmosphere, and flexibility
• Future studies
– Scale development & validation
• Estimation of relative weights for each attribute

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Thank you for your attention.
Any question/comment is appreciated.