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PurposeThe purpose of this study is to investigate what people with different demographic characteristics such as age and gender expect from hotel room design and examine how design preferences affect purchase intent and desire to stay and word-of-mouth behavior.Design/methodology/approachThe study was based on a quasi-experimental design conducted on 762 participants. The manipulations of room color and design style were prepared using the 3D modeling software, while age and gender were self-reported variables.FindingsThe results indicated that age and gender moderate the relationship between hotel guest satisfaction and room design style. Younger guests prefer contemporary design style, while older guests show equal satisfaction with traditional and contemporary styles. Male guests prefer rooms decorated in masculine colors, while women are equally satisfied with masculine or feminine color schemes.Research limitations/implicationsThis study was conducted as a hypothetical, computer-aided experimental scenario. A field experiment captured guests' satisfaction with an experimental hotel room. A substantive cause–effect relationship between hotel room visual servicescape stimuli and satisfaction was established.Practical implicationsIdentifying design style and color preferences of a hotel target market is paramount for investment payoff and further supports the customization of hotel services.Originality/valueThis is the first experimental study to manipulate color scheme and type of design in a hotel room and capture their effects on satisfaction and behavior of guests with different demographic characteristics.

PurposeThe primary purpose of this study is to investigate the impact of information security breaches on hotel guests' perceived service quality, satisfaction, likelihood of recommending a hotel and revisit intentions.Design/methodology/approachFive‐hundred seventy‐four US travelers participated in this experimental study. The respondents were exposed to one of three different scenarios: "negative", where an information security breach happened in the hotel where a person stayed last and guest information was compromised; "neutral", where an information security breach happened and guest information remained safe; and "positive", where participants were told that the hotel where they last stayed successfully passed a comprehensive security audit, meaning that their guest information is properly handled and secured.FindingsThe results of the study revealed a significant impact of the treatments on three of the four outcome variables: satisfaction, likelihood of recommending a hotel, and revisit intentions. Information security breach scenarios resulted in a negative impact on the outcome variables regardless of whether or not the guest's credit card information was compromised. A positive scenario revealed a significant increase in guest satisfaction and revisit intentions scores.Practical implicationsThe findings of the study provide clear indication that hotel operators must continually strive to keep the sensitive data that is collected from their guests secure, and that failure to do so can have significant negative ramifications on current and future guests. The results also suggest that hotels should openly publicize their achievements in the field of PCI compliance.Originality/valueThe study contributes to the body of knowledge on the importance of credit card information security breaches to hotel guest satisfaction and future behavior. To date, this is the only study that has investigated this topic in the hospitality industry, and it therefore makes a significant improvement towards the understanding of the impact of information security breach on hotel guest perceptions and future intentions.

Purpose
This qualitative study aims to investigate the critical success factors (CSFs) driving the adoption of virtual reality (VR) in the hospitality industry, shedding light on key determinants for successful implementation.

Design/methodology/approach
Drawing on a diverse set of interviews conducted in Italy, Pakistan, the USA and Turkey, this study uses thematic analysis facilitated by NVivo 12 to comprehensively explore and identify the CSFs influencing VR adoption within the global hospitality industry.

Findings
This study identifies distinct CSFs at various phases of VR adoption in the hospitality industry. Preimplementation emphasizes budget planning and stakeholder engagement, implementation highlights safety training and feedback mechanisms and postimplementation underscores the importance of innovation, feedback utilization and maintenance for sustained success. These findings offer a strategic roadmap for VR integration in hospitality.

Practical implications
The study informs hospitality industry stakeholders of crucial success factors for VR adoption, thereby guiding strategic decision-making. Sustained VR integration success is ensured by emphasizing budget planning, stakeholder engagement, safety training, feedback mechanisms and postimplementation innovation.

Originality/value
To the best of the authors' knowledge, this groundbreaking research is the first in-depth investigation into CSFs for the adoption of VR in the hospitality industry. This research advances our understanding of and provides fresh guidance for effective VR integration by revealing novel insights into the key variables at various deployment phases.