Consumers today are striving for clean space, not only at their house, but also when cooking, while traveling and staying in hotels. Research suggests that past experience, environment, cultural beliefs, understanding of the risks, awareness, familiarity, demographic and communication type would likely impact the emotional reaction of disgust to any personal contact in the atmosphere with a polluted surface. Perspectives of what "safe" means often differ between individual consumers. A deeper understanding of customer concepts of' clean' will help hotels to clean up, sanitize, disinfect and decontaminate their hospitality activities and otherwise clean up their own organizational and market standards.