Perceptions and thinking can be captured in several ways. Even though associated with weaknesses it is usually believed that what people say can be appropriate to capture people’s perceptions and thinking (Huff, 1990). Because this was an exploratory study, we decided to use semi-structured interviews, which allow for conversational, two-way communication. More precisely, we conducted interviews with persons from the two groups of people assumed to be influential, i.e. design experts and hospitality managers. For practical reasons, only interviewees in Norway were included in the study.