The challenges of intangibility and how hotel companies attempt to influence guest expectations and satisfaction by managing the physical environment (Lighting, sound, scent, signage, textures, etc)

Part A

First, which of these physical elements do you believe is the most important, and why? Provide a link to the website or cite the source where you found your best information!

Part B

Second think about how a Franchisor (brand) would attempt to control the item above in all of their hotels - recognizing that they manage less than half of them in most cases. Both Parts A & B should be addressed in the same post. Please label them Part A and Part B so it is clear which part of the discussion you are responding to.