Attaining a distinctive atmosphere has become a pivotal concern for hospitality managers, since atmosphere is perceived an essential factor to attract and satisfy guests. An exploratory study of 369 hotel guests at six Norwegian hotels identified four stable and robust factors of atmosphere, namely, distinctiveness, hospitability, relaxation, and refinement. Distinctiveness was found to be the main factor in atmosphere; consequently, it is reasonable to assume that a certain degree of distinctiveness is a prerequisite for creating atmosphere. Beyond that, however, hospitability emerged as the main determinant for guest satisfaction, loyalty, and word of mouth. As frequently mentioned by experienced hoteliers, guests tend to be satisfied in hotels with conventional design and simple amenities, provided they are treated in a hospitable and welcoming manner. Thus, managers should avoid focusing on design features to the extent that hospitability suffers. Furthermore, employees have an essential role for ensuring hospitability, and consequently, hotel establishments should not focus solely on the guests' needs but also pay attention to employee training.
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