New research from the University of South Florida examines how older adults respond when businesses use QR codes for menus and services. Assistant Professor Luana Nanu and her team at the USF School of Hospitality and Sport Management published their results in the Journal of Hospitality and Tourism Insights. The study combined 15-minute semi-structured interviews of adults ages 60 to 82 with a larger online survey of hundreds of participants aged 60 and over.
Interviewees described mixed experiences. Many participants reported trouble scanning codes because of glare, poor placement, or small font sizes. These problems increased cognitive effort and often produced frustration and anger. Other participants enjoyed smooth interactions with well-designed QR codes, which led to higher satisfaction and a greater desire to return.
- Common scanning problems: glare, poor placement, small font sizes.
The online questionnaire used standardized measures of 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 noted that senior travelers hold substantial spending power and warned that businesses risk alienating loyal customers if they do not consider age and disability. She also recommended that printed materials remain available for people who prefer a tactile option.
Difficult words
- glare — strong, uncomfortable light that hinders vision
- placement — position or location where something is put
- cognitive effort — mental work required to understand or use
- frustration — feeling of anger or disappointment at obstacles
- satisfaction — feeling that needs or expectations are met
- loyalty — continuing support or commitment to a business
- tactile — relating to touch or the sense of touch
- standardize — to make something follow the same rulesstandardized
- semi-structured — partly organized interview with flexible questions
Tip: hover, focus or tap highlighted words in the article to see quick definitions while you read or listen.
Discussion questions
- How might businesses change their use of QR codes to better serve older customers?
- What are the benefits and drawbacks of replacing printed menus with QR codes?
- Do you think offering both digital and printed options is realistic for small businesses? Why or why not?
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