Our findings reflect that atmosphere is believed to really count in the hospitality industry. Specifically for those in the industry, it is something “real”, and meant to be taken seriously. For hospitality professionals, it seems evident that atmosphere can be an important resource for creating competitive advantage (Barney, 1991). Our observations point to industry-specific knowledge about atmosphere and influencing factors. This knowledge is partly personal and tacit, i.e. uncoded (Polanyi, 1958). The personal aspect of the knowledge indicates that variations exist between individuals and groups. As indicated, the knowledge is partly subjective and probably biased as well. There is little doubt that the personal knowledge as reflected in the actors’ thinking and behavior is valuable and complements – and maybe goes beyond “scientific” research-based knowledge, i.e. knowledge that has passed some test in order to be accepted. Because the knowledge is personal and tacit, it is also rather rigid and easily taken as the “truth”. Also, various segments may hold different perspectives and views. This may cause conflicts, as emphasized above. Moreover, it may work as a barrier to new insights and progress.