An Exploratory Study about the Effect of COVID-19 on the Intention to Adopt Virtual Reality in the Tourism Sector

Abstract

During the health crisis caused by COVID-19, virtual reality (VR) proved to be useful for the tourism industry, allowing this industry to continue working despite the restrictions imposed. However, it remains to be seen if the impact of this sanitary crisis in the tourism industry influenced managers’ intention to adopt this technology in the post-pandemic period. To fill this gap, a qualitative methodological approach was adopted, using the MAXQDA20 software and interviews with managers of tourism enterprises. The results show that the willingness to invest in technology, the perception of VR as a business strategy, and the perception of the impact of the pandemic are factors that regulate the intention of companies to adopt VR. In addition, prior experience with VR and the perception of technical support are also important for its adoption. Thus, it was concluded that VR can be a valuable sustainable strategy for tourism companies to address the challenges imposed by the pandemic. However, adopting the technology depends on factors such as financial availability, business strategy, and previous experience with VR. Furthermore, tourism companies must also receive adequate technical support to ensure its correct implementation.

The Impact of Information Technologies Development on Tourism Industry

“…The development of technology and AI has contributed to the advancement of the tourism industry to a great extent. People have the opportunity to visit museums and destinations from the comfort of their homes (Sousa et al, 2023), to simultaneously translate into a foreign language during their travel (Bulchand-Gidumal, 2022), which removes barriers between locals and tourists, and to share their experiences with other people in real-time (Cohen et al, 2014). Grundner and Neuhofer (2021) assume that many tourist destinations would be operated by a combination of destination-operated and AI solutions, leading to a distracting experience environment and reduced authentic experiences.…”

“…At the end of the COVID-19 pandemic, managers had to decide whether they would implement VR in their organizations in the future, as for them VR was a way to stay competitive during the pandemic. It is noted that VR can provide personalized experiences for customers as an alternative to travel live, with reduced costs and carbon footprint, leading to a more sustainable tourism sector (Sousa et al, 2023). The problem emerging with VR technology is the insufficiency of personal contact with locals, the impossibility of touching a product, smelling nature, and trying the food.…”

Spatiotemporal Changes in China’s Tourism Industry Development

“…This section highlights the key findings and insights for China and similar economies. Changes in tourist preferences driven by economic development and the COVID-19 pandemic include a growing interest in virtual experiences and local travel [33,37]. Innovative tourism formats are reshaping tourism resources.…”

“…Campos et al advocated sustainable hospitality practices and proposed measures such as adopting more sustainable energy sources and breakfast options [35]. In addition, VR technology has emerged as a crucial marketing tool in the tourism industry, enabling virtual tourism experiences even during restricted periods [36,37].…”

Does the Financial and Innovation Performance of European and Asian–Oceanian Companies Coincide with the Targets of the Green Deal?

“…Creating or acquiring innovations and transforming activities from being environmentally polluting to green requires time, financial, and human resources. Financial capability, adequate technical support, previous experience, and business strategy influence technology adoption [21]. All this increases the costs of companies and enables the risk of competitiveness.…”