What Disgusts Consumers in the Hospitality Industry: The Consumer Reaction to Environmental Contamination Model

The consumer reaction to environmental contamination model explains how consumers’ perceptions about cleanliness influence their behavior in hospitality and tourism settings. Research literature supports the model that proposes the influence of several variables on consumers’ emotional reaction of disgust when they experience some type of personal contact with the contamination. These variables include cultural beliefs, risk perception, knowledge about cleanliness and health, familiarity with the specific type of contamination, prior experience with an illness caused by unclean environmental conditions, location or setting, type of personal contact, and demographics. These variables may affect the level of disgust generated by possible contact with the environmental contamination with some part of the body. Examples from hospitality and tourism settings are offered, but the model may also be useful in other environmental contexts. More research is needed to better understand consumers’ reactions to contamination in hospitality and tourism environments