How QR codes can make or break the hospitality experience for older adults

By Joey Garcia, University Communications and Marketing

Older adults and technology haven't always had the smoothest relationship. From learning to use email to operating smartphones, each new wave has brought fresh challenges and frustrations. Now, mastering QR codes is the latest hurdle. USF research shows that when these interactions are difficult, customer satisfaction and loyalty can suffer.

Since COVID-19, there's been a dramatic rise in the use of QR codes, particularly in hospitality settings such as restaurants. This shift has been especially challenging for older adults. Diving into this topic is USF Assistant Professor Luana Nanu. Her research, published in the Journal of Hospitality and Tourism Insights, raises awareness of how a key hospitality demographic feels when challenged by poorly designed QR codes.

"Senior travelers hold a large amount of spending power, making them key demographics for travel and leisure," Nanu said. "This research aims to understand if the frustration older adults face with QR codes is enough to make them not want to return to a business."

THE COST OF NEGATIVE TECH EXPERIENCES

Nanu and her team at the USF School of Hospitality and Sport Management first conducted 15-minute semi-structured interviews with adults ages 60 to 82 . The research cohort aimed to explore seniors' experiences when interacting with QR codes by asking open-ended questions that ranged from ease of use of QR codes to emotional reactions and desired improvements.

Participants had mixed experiences with the technology. Some spoke about their struggles to scan QR codes due to glare, poor placement or small font sizes, which demanded more mental effort and often led to frustration and anger. In contrast, seniors who reported positive experiences with well-designed QR codes cited a smooth interaction, greater satisfaction and a stronger desire to return to those businesses.

WHY ACCESSIBLE TECH MATTERS

For the second part of the study, Nanu and her team tested whether the experiences identified in the interviews applied to a larger population of older adults. They surveyed hundreds of participants ages 60 and over using an online questionnaire.

Participants were asked to imagine themselves in a hospitality scenario while interacting with a digital QR code. Theythen responded to standardized measures assessing ease of use, emotional response, satisfaction and loyalty.

"The survey showed that easy-to-use QR codes reduce cognitive load and frustration," Nanu said. "Those positive experiences, in turn, play a critical role in driving satisfaction and customer loyalty."

Nanu believes this type of research will become increasingly important as older adults interact with even newer technologies, including artificial intelligence. While older adults can take advantage of courses and available resources to become more technologically confident, she emphasized that responsibility also lies with businesses.

"There is always room for improvement when incorporating new technology," Nanu said. "Printed materials should not disappear from hospitality settings, as many people still prefer a tactile experience. Businesses need to be mindful of age and even disability of their clients. If not, they can risk alienating loyal customers with significant buying power."