D2.2. Environment. Environment of the hotel pertains to the servicescape (Bitner, 1992) of the facility. The service quality literature suggests that noise level, odors, temperature, colors, textures, and comfort of furnishings may influence perceived quality in the service encounter. Variations in physical environment can affect perceptions of an experience independently of the actual outcome (Bitner, 1990). Brady and Cronin (2001) suggest that ambient conditions, facility design, and social conditions directly influence the perceptions of physical environment. Cooper, Fletcher, Gilbert, and Wanhill (1993) claim that the accommodation market competes for customers based on physical facilities. Facilities may include such items as the room, lobby, hotel restaurant, pool, and fitness center.