Transformando la experiencia turística: Realidad Virtual para la fidelización de clientes en la industria turística

Introduction

The adoption of emerging technologies in tourism not only positions companies at the forefront of digital transformation but also accelerates progress toward resilient and environmentally sustainable infrastructures (Castilla et al., 2023). Among these innovations, virtual reality (VR) has emerged as a transformative tool capable of reshaping how the tourism industry communicates with and engages travelers (Pestek & Sarvan, 2021). By enabling immersive experiences, VR enriches the traveler’s journey while providing destinations and businesses with new marketing instruments that redefine the overall consumer experience (Calisto & Sarkar, 2024).

Despite these advancements, the global business landscape continues to reveal a pervasive reluctance to adopt new technologies, largely attributed to the persistent fear of innovation rooted in economic inequality, particularly in developing countries (Ore et al., 2021; Bernad, 2020). This challenge is evident in the Lima Sur region of Peru, where tourism companies struggle to differentiate themselves within a competitive environment characterized by limited technological adoption. Empirical studies show that Peruvian manufacturing firms integrating innovation and R&D activities achieve superior performance, underscoring the role of innovation not only in expanding market share through products, services, and marketing but also in improving productivity through organizational and process-level transformations (Seclen-Luna et al., 2023).

However, despite the clear need for innovation, there is a noticeable lack of robust and updated empirical evidence on the effective implementation of VR technologies in advertising and brand loyalty, especially within the tourism industry (Zeng et al., 2023). This research gap is particularly critical in a sector that faces structural challenges such as atypical forms of employment, low wages, high staff turnover, and other barriers that impede the continuous improvement of service quality and the adoption of advanced technologies (Castillo-Reina & Cruz, 2021).

Furthermore, technical constraints, including bandwidth limitations, lack of compatible devices, and accessibility issues, still affect the quality of VR experiences, questioning the feasibility of large-scale implementation in tourism. Concerns regarding whether virtual reality could replace the authentic travel experience further complicate the debate, raising discussions about potential negative impacts on the industry. The adoption of VR, alongside other emerging technologies such as robotics and artificial intelligence, remains at an early developmental stage, constrained by perceptions of high cost and operational complexity. These issues reflect a persistent innovation gap in tourism, where the full potential of technological transformation remains unrealized due to both economic and practical barriers (Alonso, 2019; Moscoso & Torre, 2020; Gössling et al., 2021).

Given this context, the present research introduces a practical and contextualized VR advertising tool, specifically developed for the tourism sector in Lunahuaná, Cañete. Unlike previous studies that focus primarily on users’ general perceptions of VR, this study emphasizes the design, development, and evaluation of a software solution that operationalizes VR advertising strategies in real-world tourism contexts. By addressing limitations observed in current VR advertising applications—such as low content personalization, absence of clear loyalty metrics, and accessibility barriers in resource-limited settings—the proposed tool provides a novel contribution through a multi-platform progressive web application (PWA) that supports collaborative VR experiences and ensures usability even on basic mobile devices.

In practical terms, this research provides tourism agencies with an innovative pathway to strengthen brand differentiation, enhance customer loyalty, and optimize marketing effectiveness through immersive technologies. From a theoretical standpoint, it contributes to a deeper understanding of how brand loyalty, customer retention, and satisfaction interrelate with immersive VR experiences, establishing an analytical framework for future studies on VR-based advertising and consumer engagement within the tourism industry.

Methods

Research development used an agile approach to ensure collaboration, simplicity, and system flexibility (Suryantara & Andry, 2018). The development was divided into three phases: planning, implementation and operation, which emphasized close collaboration with stakeholders to adapt to changing requirements (Akhtar et al., 2022); implementation, which focused on a simple design with emphasis on creating a scalable and secure backend architecture (Fojtik, 2011); finally, in the operation phase, two iterations were carried out. The first focused on creating an immersive virtual environment with intuitive interfaces and basic interactive elements. The second iteration enhanced these basic features, incorporating advanced functions, such as greater interactivity with virtual objects for a more realistic experience (Shrivastava et al., 2021).

Unique features

The application has distinctive features that differentiate it from existing solutions:

• • Virtual Reality (VR) Exploration: Allows users to explore destinations in a fully immersive way using mobile devices or dedicated devices such as Oculus Quest.

• • Collaborative Virtual Reality Experiences: Allows groups of people to connect to the virtual world in real time from different locations. This allows friends and family to enjoy shared travel experiences even when they are not physically together.

• • Cross-Platform Compatibility: This progressive web application (PWA) works across multiple platforms and browsers, reducing the need to develop separate applications for different operating systems (Garad & Pramod, 2021).

In addition to these core functionalities, the system integrates a carefully designed user interface and interaction model to ensure accessibility and usability. Upon entering the platform, users encounter a welcome view introducing the destination and displaying an interactive dashboard that lists the main activities available in the Lunahuaná district. Each activity is presented as a card element containing key information such as the activity duration, a visual preview, and details about the tourism services offered by the company. This design supports intuitive navigation and allows users to make selections with a single touch or click, regardless of device type.

Figure 1. Welcome interface of the VR Progressive Web Application (PWA).

The interactive experience is complemented by the ability to control the camera view and interact directly with on-screen elements, granting users freedom to explore destinations from multiple perspectives. This functionality enhances autonomy and engagement while simulating the spontaneity of a real visit.

Figure 2. Interactive elements within the application, where users can select activity cards to view detailed information, preview experiences, and control camera perspective during exploration.

The application’s virtual environments faithfully recreate emblematic landscapes and cultural sites of Lunahuaná. Among these are a rafting simulation on the Cañete River, an immersive visit to the local church, and a panoramic view of the river and its surrounding valleys. These 360° spaces incorporate subtle animations, ambient sounds, and visual cues aligned with the company’s branding, reinforcing the sense of realism and emotional connection with the destination.

Figure 3. Virtual environments developed for the VR application: (A) interior of the Lunahuaná church, and (B) panoramic view of the river landscape, designed to reproduce emblematic local experiences with realistic lighting and animation effects.

Collectively, these unique features demonstrate the application’s capacity to integrate technical innovation with experiential marketing, transforming virtual reality into a practical and accessible advertising tool for the tourism industry.

Use cases

Use case 1: Brand loyalty

Figure 4 highlights that the adoption of the virtual reality application showed a significant 66.36% increase in brand loyalty after its implementation. This increase is based on the comparison of data obtained from June to October 2023, as presented in the “ind1.php” page. These results represent an increase in brand loyalty compared to the previous year, suggesting that the immersive experience provided by virtual reality not only captured consumers' attention, but also strengthened their connection to the brand.

Figure 4. Brand Loyalty – ind1.php view.

Input:

• • Enter the view “ind1.php”.

• • Search in the input of MONTH: “JUNE”.

Output: List of coincidences:

• • ID: 1

  • • DAY: 1, MONTH: JUNE, TIME: 284 min

• • ID: 2

  • • DAY: 2, MONTH: JUNE, TIME: 358 min

• • …

Use case 2: Customer retention

Figure 5 shows that customer retention increased significantly after the implementation of virtual reality technology, with a 65.48% increase in retention after implementation. This increase is based on the comparison of data obtained from June to October 2023, as presented in the “ind2.php” page. This data is revealing, as it implies that the virtual reality application not only attracted customers, but also played a crucial role in the acquisition of their services, ensuring the survival and growth of the brand.

Figure 5. Customer retention – ind2.php view.

Input:

• • Enter the view “ind2.php”.

• • Search in the input of MONTH: “AUGUST”.

Output: List of coincidences:

• • ID: 57

  • • DAY: 1, MONTH: AUGUST, AMOUNT: 27

• • ID: 58

  • • DAY: 2, MONTH: AUGUST, AMOUNT: 79

• • …

Use case 3: Customer satisfaction

Figure 6 looks at customer experience with the application, and the results of a survey of users of this technology show that 78.15% of respondents rated the implementation as “good”. This percentage not only reflects positive acceptance, but also suggests that the experience provided by the virtual reality application met or exceeded the expectations of most users. This level of satisfaction is indicative of a well-received product, which is likely to contribute to positive word-of-mouth recommendations among individuals, strengthening the brand's reputation and positioning in the industry.

Figure 6. Customer satisfaction – ind3.php view.

Input:

• • Enter the view “ind3.php”.

Output:

• • Opinions reports

These use cases demonstrate how the application builds brand loyalty and retention among users, in addition to being easy to use and meeting initial expectations.

The use cases focused not only on measuring quantitative indicators but also on demonstrating the immersive storytelling applied in the VR application. In the Adventure Tourism scenario, for example, users were able to simulate a rafting experience on the Cañete River, accompanied by visual and audio resources from the brand that reinforced the emotional connection with the experience. Likewise, various emblematic tourist attractions in the Lunahuaná district were virtually explored, allowing participants to explore cultural and natural environments through an interactive narrative designed to convey the brand’s identity and value.

Figure 7. Virtual environments developed for the VR application: Rafting on the Cañete River.

Discussion

The first indicator showed a 66.36% increase in brand loyalty, confirming that immersive experiences can strengthen both the emotional and cognitive connection consumers develop with a brand. This result supports the findings of (Meißner et al., 2020), who demonstrated that virtual environments foster deeper engagement and more memorable brand associations. Similarly, Zeng et al. (2023) emphasize that interactive technologies, such as VR, can enhance consumers’ perception of brand authenticity and credibility, which in turn promotes loyalty. In the context of this study, the observed improvement indicates that the application’s immersive storytelling and realistic representation of Lunahuaná’s tourist attractions helped reinforce the emotional bond between users and the brand. This relationship demonstrates that brand loyalty is closely tied to the quality of service and digital experience provided to customers through online channels (Merdiaty & Aldrin, 2022).

The second indicator, reflecting a 65.48% improvement in customer retention, suggests that the VR application not only captured initial attention but also sustained long-term engagement. This sustained interaction is associated with personalized content delivery and activity previews within the system, which fostered continued interest in the brand’s offerings. Lee (2022) notes that consumers’ willingness to share positive experiences represents a critical component of customer retention, a behavior also observed among participants who revisited the virtual platform multiple times. Previous research aligns with these findings, highlighting VR’s capacity to generate economic and marketing benefits, including improved destination image and increased tourist attraction (Ouerghemmi et al., 2023). Abarca et al. (2022) further indicate that such immersive engagement contributes directly to the consolidation of customer loyalty and the enhancement of brand reputation.

Regarding customer satisfaction, the observed rate of 78.15% demonstrates a tangible enhancement of the user experience. This outcome can be attributed to the optimization of the application’s interface—providing intuitive navigation through activity cards—and to the integration of rapid feedback mechanisms that allowed users to interact efficiently with the system. These results are consistent with Orús et al. (2021) who argue that immersive systems that ensure user comfort and control result in higher satisfaction levels. Likewise, Alcañiz et al. (2019) emphasize that positive VR experiences have long-lasting effects on customers’ emotional connection with companies, while Branca et al. (2023) underscore how VR is redefining tourism market standards through enriched and memorable experiences.

In this research, the sample of participants was drawn from tourism companies and visitors in the Lunahuaná district (Lima Sur, Peru)—a region characterized by emerging digital adoption and growing interest in technological innovation. The contextual specificity of this study offers valuable insights into how VR tools can be effectively implemented in resource-limited tourism environments, expanding understanding beyond cases typically reported in developed regions.

From a theoretical perspective, the findings contribute to the growing body of literature on immersive marketing by illustrating how VR-based advertising influences key performance indicators such as loyalty, retention, and satisfaction. This reinforces the notion that virtual experiences serve not only as promotional tools but also as strategic instruments for shaping consumer attitudes and behavioral intentions. From a practical standpoint, the results demonstrate that implementing an accessible VR system—such as the developed PWA—can help tourism agencies differentiate themselves, optimize engagement, and strengthen sustainable brand loyalty through immersive communication strategies.

Nonetheless, the study acknowledges certain limitations. The reliance on quantitative indicators may not fully capture the complexity of individual emotional responses. Moreover, results may have been influenced by cultural or demographic characteristics unique to the sample. Future research should therefore include longitudinal approaches to examine the persistence of VR’s effects over time and integrate qualitative methods, such as interviews or ethnographic observations, to gain deeper insight into how users interpret and internalize immersive tourism experiences.

Conclusions

Remarkably, the application captured users' interest and sustained their engagement. This data not only highlights the effectiveness of the application in driving loyalty, but also suggests its potential to reshape expectations and practices in long-term customer engagement. Customer engagement reveals how an immersive experience can revolutionize the connection between customer and brand. This finding suggests that these strategies go beyond simply capturing interest and set new standards in the customer-brand dynamic. This breakthrough is notable not only for its immediate impact, but also for opening the door to future research on how technological immersion can redefine business relationships and customer loyalty. The user satisfaction rate highlights the success of virtual reality innovations that not only improve the customer experience, but also redefine expectations in the tourism sector. These results demonstrate the effectiveness of immersive experiences and their ability to drive tourism in new and engaging ways.

The application of virtual reality in tourism is characterized by its ability to transform and enrich the user experience, resulting in increased customer loyalty and retention. By providing an immersive and emotionally engaging experience, Virtual Reality is emerging as a key factor in differentiating destinations in a highly competitive market, with significant potential to enhance tourism promotion. The practical implications of virtual reality in the tourism sector are remarkable, as institutions can implement this technology to differentiate themselves in the marketplace, thereby increasing customer loyalty and retention through immersive experiences.

While current research has observed significant improvements in brand loyalty and customer retention, there are opportunities for improvement, such as expanding the study demographic and personalizing content. This would maximize the potential of virtual reality in tourism and better tailor the user experience.