Two decades ago, travelers needing a place to rest for the night looked for the large, multi-colored Holiday Inn signs. Eventually, the signs started looking dated and seemed to remind people of early times even though the motel chain knew travelers wanted to stay in modern rooms with all the latest amenities. Holiday Inn recognized the signs were sending the wrong message during which stage of the physical evidence strategy?
A. Clarify roles of the servicescape
B. Update and modernize the physical evidence
C. Assess and identify physical evidence opportunities
D. Recognize the strategic impact of physical evidence
E. Map the physical evidence of the service
Answer: D
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