Is Cleanliness Really a Reason for Consumers to Revisit a Hotel?

The importance of the sanitary conditions of a hotel has been recognized but its importance to travelers might be underestimated. The purpose of this study is to measure the effect of cleanliness on consumer risk perceptions and its influence on attitudes and behavioral intentions. This study used experimental scenario questionnaires (two sanitary conditions: clean versus unclean) and found that health risk perceptions of consumers were affected by cleanliness. The risk perceptions also affected consumer attitudes, which then influenced behavioral intentions.