Purpose This study aims to propose that there may be a marketable segment of guests who are willing to pay a premium for guestrooms that are cleaned using enhanced disinfection techniques beyond the normal room cleaning procedures. Room cleanliness is important to hotel guests. Some hotel brands currently offer allergy-free rooms, charging a premium for this service. However, no hotel brands currently serve the market that is willing to pay more for enhanced disinfection. This exploratory study investigates whether there is such a segment and, if so, what price premium these customers are willing to pay for enhanced disinfection. Design/methodology/approach Survey methods were used to determine the consumer’s perceptions of hotel guestroom cleanliness; the effectiveness of traditional and enhanced cleaning methods; and willingness to pay for enhanced guestroom disinfection. Findings Younger travelers and female travelers of all ages may be willing to pay a significant price premium for enhanced disinfection of a hotel guestroom. Research limitations/implications The survey instrument was administered via the Internet, limiting the sample. The study participants were not asked about hotel brand; thus, the results could not be analyzed by brand or service level. Originality/value Past research focuses only on traditional cleaning methods. This article provides a template for the hotel industry to explore the feasibility of offering enhanced cleanliness as a revenue-generating amenity.

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Personal hygiene is a significant risk factor that contributes to foodborne illness. Appropriate handwashing behaviors can significantly reduce this risk; however, knowledge-based training alone may be insufficient to prompt preventive food safety practices. An improved, more effective food safety training approach that can directly influence employees’ behavior is strongly recommended. The main objective of this study was to investigate the effectiveness of behavior-based food safety training on improving food handlers’ handwashing practices and frequency. Four of the nine critical behaviors that help effectively prevent the spread of pathogens and control food safety hazards were identified as target behaviors, and handwashing frequencies and durations were also included as measures of handwashing performance. A four-phase within-group experimental study with a behavioral motivation intervention was conducted. Employees’ handwashing behaviors were videotaped and coded by researchers. Results indicated that knowledge-based training alone failed to improve employees’ handwashing performance, especially when employees had multiple work tasks simultaneously during the busy meal service time. In comparison, the behavior-based training approach was effective in improving employees’ handwashing performance and frequency. More specifically, proper rates of all the critical behaviors measured were significantly increased during the motivational phase.

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