Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry

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In this context, a virtual reality application is presented with the aim of strengthening brand loyalty through immersive experiences in tourism companies. Methods The development was divided into three phases: planning, implementation and operation, which emphasized close collaboration with stakeholders to adapt to changing requirements; implementation, which focused on a simple design with emphasis on creating a scalable and secure backend architecture; and 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 and incorporated advanced features such as greater interactivity with virtual objects for a more realistic experience. Results A 66.36% increase in brand loyalty was achieved, demonstrating increased customer engagement and sustainable revenue generation. There was also a 65.48% increase in customer retention, indicating a continued willingness to purchase services from this brand. In addition, 78.15% of participants expressed a high level of satisfaction with the virtual reality experience. Conclusions This research contributes to the process of inclusive and sustainable industrialization by improving infrastructure and making industries more sustainable. This will be achieved by making more efficient use of resources and promoting the adoption of technologies. 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F1000Research 2026, 13 :302 ( https://doi.org/10.12688/f1000research.146072.3 ) NOTE: If applicable, it is important to ensure the information in square brackets after the title is included in all citations of this article. Close Copy Citation Details Export Export Citation Sciwheel EndNote Ref. Manager Bibtex ProCite Sente EXPORT Select a format first Track Share ▬ ✚ Software Tool Article Revised Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] Carlos Cayahuallpa https://orcid.org/0000-0001-5253-5638 1 , Alex Pacheco https://orcid.org/0000-0001-9721-0730 1 , Yrene Uribe-Hernandez 1,2 Carlos Cayahuallpa https://orcid.org/0000-0001-5253-5638 1 , Alex Pacheco https://orcid.org/0000-0001-9721-0730 1 , Yrene Uribe-Hernandez 1,2 PUBLISHED 18 Mar 2026 Author details Author details 1 Professional School of Systems Engineering, Universidad Nacional de Canete, Cañete, Lima, 15701, Peru 2 Professional School of Accounting, Universidad Nacional de Canete, San Vicente de Cañete District, Lima, 15701, Peru Carlos Cayahuallpa Roles: Conceptualization, Methodology, Software, Writing – Original Draft Preparation, Writing – Review & Editing Alex Pacheco Roles: Conceptualization, Methodology, Software, Writing – Original Draft Preparation, Writing – Review & Editing Yrene Uribe-Hernandez Roles: Methodology, Writing – Review & Editing OPEN PEER REVIEW DETAILS REVIEWER STATUS This article is included in the Advances in Metaverse, Gaming and Virtual Reality collection. Abstract Background Today, the tourism sector in particular is becoming increasingly competitive, forcing companies to adopt innovative approaches to attract the attention of consumers. In this context, a virtual reality application is presented with the aim of strengthening brand loyalty through immersive experiences in tourism companies. Methods The development was divided into three phases: planning, implementation and operation, which emphasized close collaboration with stakeholders to adapt to changing requirements; implementation, which focused on a simple design with emphasis on creating a scalable and secure backend architecture; and 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 and incorporated advanced features such as greater interactivity with virtual objects for a more realistic experience. Results A 66.36% increase in brand loyalty was achieved, demonstrating increased customer engagement and sustainable revenue generation. There was also a 65.48% increase in customer retention, indicating a continued willingness to purchase services from this brand. In addition, 78.15% of participants expressed a high level of satisfaction with the virtual reality experience. Conclusions This research contributes to the process of inclusive and sustainable industrialization by improving infrastructure and making industries more sustainable. This will be achieved by making more efficient use of resources and promoting the adoption of technologies. READ ALL READ LESS Keywords Virtual reality, brand loyalty, immersion, tourism, customers Corresponding Author(s) Carlos Cayahuallpa ( [email protected] ) Alex Pacheco ( [email protected] ) Yrene Uribe-Hernandez ( [email protected] ) Close Corresponding authors: Carlos Cayahuallpa, Alex Pacheco, Yrene Uribe-Hernandez Competing interests: No competing interests were disclosed. Grant information: The project has been financed by the Universidad Nacional de Cañete with the award of Contract No.006-2022-UNDC/CO/P/DGA, through the "II Concurso Semilleros de Investigación - UNDC 2022" organized by the Vice-Presidency of Research of the Universidad Nacional de Cañete. Copyright: © 2026 Cayahuallpa C et al . This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. How to cite: Cayahuallpa C, Pacheco A and Uribe-Hernandez Y. Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.12688/f1000research.146072.3 ) First published: 19 Apr 2024, 13 :302 ( https://doi.org/10.12688/f1000research.146072.1 ) Latest published: 18 Mar 2026, 13 :302 ( https://doi.org/10.12688/f1000research.146072.3 ) Revised Amendments from Version 2 Substantial modifications were introduced in this version to reinforce the scientific rigor, methodological clarity, and technical consistency of the study. The introduction was expanded to provide a clearer theoretical basis and a more solid contextualization of the problem within the Lunahuaná tourism sector, emphasizing the need to generate empirical evidence on virtual reality as an advertising and loyalty tool, rather than presenting it solely as a conceptual innovation. The methodology section was significantly improved by detailing the agile development approach, specifying the system architecture (MVC), describing the technologies used, and clarifying the minimum technical requirements, thus improving transparency and reproducibility. The research design was also refined by providing a clearer explanation of the pre-experimental pretest/posttest model, the operationalization of indicators, and the data processing procedures used to transform interaction records into measurable key performance indicators. Substantial modifications were introduced in this version to reinforce the scientific rigor, methodological clarity, and technical consistency of the study. The introduction was expanded to provide a clearer theoretical basis and a more solid contextualization of the problem within the Lunahuaná tourism sector, emphasizing the need to generate empirical evidence on virtual reality as an advertising and loyalty tool, rather than presenting it solely as a conceptual innovation. The methodology section was significantly improved by detailing the agile development approach, specifying the system architecture (MVC), describing the technologies used, and clarifying the minimum technical requirements, thus improving transparency and reproducibility. The research design was also refined by providing a clearer explanation of the pre-experimental pretest/posttest model, the operationalization of indicators, and the data processing procedures used to transform interaction records into measurable key performance indicators. To read any peer review reports and author responses for this article, follow the "read" links in the Open Peer Review table. READ REVIEWER RESPONSES 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 ). However, much of these claims are mainly supported by conceptual and exploratory approaches, revealing a gap between the theoretical potential attributed to virtual reality and the availability of empirical evidence supporting its actual effectiveness in specific tourism contexts. Despite these advances, the global business landscape continues to show widespread reluctance to adopt new technologies, largely due to persistent fears of innovation rooted in economic inequality, especially in developing countries ( Ore et al., 2021 ; Bernad, 2020 ). This challenge is evident in the South Lima region of Peru, where tourism companies struggle to differentiate themselves in a competitive environment characterized by limited technological adoption. This highlights a structural tension between the strategic need for innovation to enhance competitiveness and the actual capacity of companies to implement emerging technologies, constrained by economic, organizational, and contextual factors. Empirical studies show that Peruvian manufacturing companies that integrate innovation and research and development activities achieve superior performance, highlighting the role of innovation not only in expanding market share through products, services, and marketing, but also in improving productivity through organizational and process transformations ( Seclen-Luna et al., 2023 ). However, these results cannot be directly extrapolated to the tourism sector due to its service- and experience-intensive nature, reinforcing the need for sector-specific studies. In this context, the tourism sector in the district of Lunahuaná, located in the province of Cañete, receives local and foreign visitors each year, constituting a relevant setting for analyzing the adoption of innovative technologies. The district is oriented toward adventure, cultural, and gastronomic tourism and is characterized by the predominance of small and medium-sized enterprises with limited technological resources. The selection of this context responds to the need to generate situated empirical evidence to understand how virtual reality can be feasibly integrated into advertising strategies in emerging tourism destinations. 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 gap limits understanding of the real impacts of VR on consumer behavior and hinders evidence-based strategic decision-making, especially in contexts with technological and organizational constraints. This situation is especially critical in a sector facing structural challenges such as atypical employment conditions, low wages, high staff turnover, and other barriers that hinder continuous service quality improvement 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. These discussions do not invalidate the use of VR but rather reinforce the need to evaluate it empirically as a complement to, rather than a substitute for, the tourism experience. The adoption of virtual reality, along with other emerging technologies such as robotics and artificial intelligence, remains in an early stage, limited by perceptions of high costs and operational complexity, reflecting a persistent innovation gap in the tourism sector ( Alonso, 2019 ; Moscoso & Torre, 2020 ; Gössling et al., 2021 ). In this context, this research presents a practical and contextualized VR-based advertising tool developed and evaluated in a local tourism company in Lunahuaná. The company offers activities such as rafting, ziplining, ATV riding, rappelling, mountain biking, Tibetan bridge crossing, and guided tours. The local tourism sector faces significant limitations in the use of advanced digital tools, such as lack of metrics associated with customer loyalty, technological accessibility barriers, and scalability difficulties in solutions based on specialized hardware or high-cost native applications. Unlike previous studies focusing mainly on users’ general perceptions of VR experiences, this study emphasizes the design, development, and evaluation of a functional software solution implemented in a real tourism environment, directly addressing technological and operational constraints in low-resource contexts. A cross-platform Progressive Web Application (PWA) is proposed, enabling collaborative VR experiences, reducing dependence on specialized infrastructure, and prioritizing accessibility, usability, and compatibility with common mobile devices. The main contribution of this study is technical and contextual, demonstrating the feasibility of a VR solution based on a Progressive Web Application applied to a local tourism company, and methodological, by integrating usability and user experience evaluation in a real operational environment. 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 ). Study design • Type of study Applied research focused on the development and evaluation of a VR application implemented as a Progressive Web Application (PWA). • Evaluation design To evaluate the impact of the virtual reality application, a pre-experimental pre-test/post-test design with repeated cross-sectional comparison was used, without a control group. The evaluation was based on a comparative analysis of aggregated records of interaction and use of the system, corresponding to two different time periods within the same organizational context. ○ Pre-test: August–December 2022 ○ Post-test: June–October 2023 The comparison between the two periods allowed us to analyze the variations observed in brand loyalty, customer retention, and user satisfaction indicators in order to estimate the impact of introducing the immersive experience in a real-world setting. Study indicators The effectiveness of the proposed software tool was evaluated using three key indicators, selected for their relevance in analyzing the impact of immersive technologies on the tourism sector: • Customer retention, understood as a company’s ability to maintain ongoing relationships with its customers over time, influenced by positive experiences, perceived value, and accumulated satisfaction, especially in digital service and experience environments ( Kandampully et al., 2015 ). • Brand loyalty, defined as a deep and sustained commitment by the consumer to a brand, which manifests itself both in repeated purchasing behavior and in positive attitudes, even in the face of competitive alternatives, and which can be reinforced by immersive and emotional experiences ( Iglesias et al., 2019 ). • Customer satisfaction, corresponding to a cognitive and affective evaluation after the consumption experience, resulting from the comparison between prior expectations and the perceived performance of the service or product, especially relevant in experiences mediated by digital technologies ( Rather & Sharma 2019 ). Operational definitions, units of analysis, metrics, and measurement types were maintained conceptually equivalent in translation. Table 1 presents the conceptual and operational definitions, units of analysis, and metrics used for each of the study indicators. Table 1. Operationalization of the study indicators. Source: Own elaboration. Indicator Operational definition in the study Unit of analysis Metric Type of measurement Customer Retention User dwell time spent exploring tourism offerings, measured by the active time dedicated to viewing and navigating tourism content, expressed in minutes, recorded in the agency's physical environment (pre-test) and in the virtual reality application (post-test). User Active minutes in the agency/Active minutes in the application Continuous quantitative Brand loyalty Degree of behavioral preference toward the tourism company, operationalized by the number of users who actively interacted with the company to request information or purchase tourism services, recorded before (pre-test) and after (post-test) the immersive experience. Recording period Number of users who interacted with the company to request information or purchase services Discrete quantitative Customer Satisfaction Overall user perception of the experience offered by the tourism company before and after the implementation of the virtual reality application. User User Opinion (scale) Qualitative ordinal Participants and sample The study population consisted of local and foreign customers and tourists who visited the area during the evaluation period. Participants were selected using non-probability convenience sampling, considering the availability and willingness of users to interact with the virtual reality application. For the brand loyalty and customer retention indicators, the sample consisted of n = 140 participants. In the case of the user satisfaction indicator, n = 847 interaction and opinion records generated during the period of use of the application were analyzed. Evaluation environment The research was conducted in the operating environment of a tourism company that receives local and foreign tourists. The virtual reality application was used to showcase tourism experiences, services, and environments in the first person, allowing users to virtually explore the destination before interacting directly with the tourism offering. Participants were informed about the objectives of the study, the voluntary nature of their participation, and the confidential use of the information collected. All participants gave their informed consent before beginning their participation. Unit of analysis The unit of analysis varied depending on the indicator evaluated. For customer retention and customer satisfaction indicators, the unit of analysis was the user (customer or tourist), considering one main interaction per participant. In the case of the brand loyalty indicator, the analysis was performed at an aggregate level, considering the number of users who interacted with the company during the registration periods defined in the pretest and posttest phases. Implementation Functional Architecture: The application follows the Model–View–Controller (MVC) pattern. • Model: Data management and persistence • View: Web interfaces and VR scenes rendered in browser • Controller: Handles requests and logic coordination Development Technologies: A selection of advanced technologies has been used, the server uses an open-source PHP 8.0 framework, known for its robustness ( Tenzin, 2022 ). As for the user interface, it uses an open source ES6 JavaScript framework, ensuring a smooth and customizable user experience ( Shukla, 2023 ). Strategic integration of add-ons: To extend the capabilities of the application, key add-ons and libraries have been integrated, including: • FrameVR.io: used as the main environment for creating and managing the collaborative virtual world, allowing multiple users to interact simultaneously in the same virtual space. • A-Frame: used for viewing 360° content (images and videos), facilitating immersive exploration of tourist destinations and services. • Google Charts: used for the graphical representation of aggregated data, allowing the visualization of metrics related to the use of the application and user interaction. These libraries allow users to immerse themselves in the web application without having to download any external software. 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 ). VR interface design and user experience In addition to its main features, the system incorporates a carefully designed user interface and an intuitive interaction model, with the aim of ensuring usability, accessibility, and intuitive navigation. The onboarding process of the application is structured through a centralized welcome interface ( Figure 1 ), which integrates branding elements, destination imagery, and a clearly defined call-to-action button. This interface functions as the primary gateway to the immersive experience, reducing cognitive load and guiding users toward immediate exploration of tourism services. Figure 1. Welcome interface of the VR Progressive Web Application (PWA). Each activity is presented using modular information cards that display structured metadata, including visual previews, estimated duration, and descriptive content. This layout enhances usability by organizing services hierarchically and enabling intuitive decision-making across both mobile and desktop devices. The structural organization of tourism services through interactive cards is illustrated in Figure 2 , highlighting the modular interface design and the integration of preview elements that support informed user selection prior to immersive navigation. Figure 2. Main menu and interactive cards for selecting tourist activities. Interaction and control within the virtual experience User autonomy within the immersive environment is operationalized through integrated navigation and interaction controls ( Figure 3 ), which allow camera orientation, movement within 360° space, and activation of contextual elements. These controls simulate real-world exploration dynamics, reinforcing engagement and perceived immersion. Figure 3. Navigation and interaction controls during virtual exploration. Immersive content design and narrative experience The app’s virtual environments recreate iconic landscapes and spaces in the Lunahuaná district, seamlessly integrating visual, auditory, and narrative elements that reinforce the user’s emotional connection with the tourist destination and the identity of the promoting company. The immersive scenarios developed for the application are illustrated in Figures 4 – 6 and include: • Immersive visit to the local church ( Figure 4 ) • Simulation of rafting on the Cañete River ( Figure 5 ) • Panoramic view of the river landscape ( Figure 5 ) Figure 4. Immersive virtual environment of the interior of the church of Lunahuaná in the virtual reality application. Figure 5. Panoramic virtual environment of the river landscape of the Cañete River in the virtual reality application. Figure 6. Immersive simulation of rafting on the Cañete River within the virtual reality environment. Each environment was designed using an information architecture geared towards guided exploration, in which the user receives progressive stimuli as they navigate the virtual space. The textual content presented in the experience consists of brief, informative messages, written in clear, promotional language, describing the characteristics of the tourist service, its duration, level of difficulty, and experiential value. The 360° experience is complemented by contextualized ambient sounds (e.g., river sounds, natural surroundings, and urban ambient audio), subtle animations, and visual cues on screen that guide navigation and highlight points of interest. Call-to-action elements are also incorporated, such as prompts to request additional information or explore other activities, reinforcing active user interaction with the tourist offering. This multimodal content design allows the application to function not only as a virtual reality scene viewer, but also as an experiential communication channel, capable of influencing user perception, encouraging continued exploration, strengthening loyalty to the tourism brand, and increasing overall satisfaction with the digital experience. System testing and validation Before conducting the user study, basic software testing procedures were carried out to ensure the proper functioning, usability, and stability of the virtual reality application. Since the solution was designed to run on mobile and desktop devices without requiring the use of dedicated virtual reality headsets, testing focused on functionality, user interaction, and overall system performance under normal conditions of use. Black box functional tests were carried out to verify the correct operation of the application’s main features, such as loading virtual scenes, navigating between environments, interacting with virtual elements, and accessing multimedia content associated with the brand. These tests confirmed that user actions generated the expected responses from the system, without analyzing the internal structure of the code. A heuristic usability evaluation was also carried out, based on user-centered design principles, in order to review the clarity of the interface, visual consistency, layout of interactive elements, and consistency of the navigation flow. This evaluation made it possible to identify and correct issues related to readability, information organization, and ease of interaction, contributing to a more intuitive experience. Finally, basic performance tests were carried out to verify that the application maintained stable execution during typical usage sessions, ensuring acceptable loading times and smooth interaction on both mobile devices and desktop computers. Data processing and indicators The application automatically records raw data generated by user interaction during their experience in virtual environments. This data includes temporal information (dates and times of access), session duration, interaction frequency, navigation events, and responses to surveys integrated into the system. The raw data collected was then aggregated and processed to obtain the key performance indicators defined in the study. In particular, the brand loyalty indicator was derived from the recurrence of access and the cumulative time of interaction with the virtual environments associated with the brand; customer retention was calculated based on patterns of repeated access over different time periods; while customer satisfaction was obtained through opinion surveys administered at the end of the virtual reality experience. This transformation process made it possible to convert low-level interaction data into understandable and relevant indicators, which were used for the analysis and interpretation of the study results. Operation Minimal system requirements: The virtual reality application, accessible online, is designed to run efficiently with basic system requirements. These are: • Server: ○ Must be compatible with and support PHP version 8.0. ○ Must have sufficient storage space to collect data on the frequency and interest of the customer's use of the service while using the application. • Client: ○ An up-to-date web browser with JavaScript ES6 support is required. ○ Internet connection required to access online features. ○ Access via a mobile device is sufficient for a good user experience, but for full immersion, the use of a virtual reality device such as Oculus Quest 2 is recommended. Ensuring that these requirements are met ensures that the application remains accessible and usable, even in travel agencies with limited technological resources. Ethical considerations Ethical approval was obtained from the Institutional Review Committee of the Research Unit of the Faculty of Engineering of the Universidad Nacional de Cañete on June 5, 2023, with the assigned number CE-UIFI-N°001-2023. Written informed consent was obtained from all participants after their agreement to participate in the study. The confidentiality of personal information and responses was guaranteed, and the data was used exclusively for research purposes. Results The results of the study were evaluated using a pre-test and post-test scheme applied to three key performance indicators (KPIs): brand loyalty, customer retention, and customer satisfaction. The pre-test values were collected between August and December 2022, prior to the implementation of the virtual reality application, while the post-test values correspond to the period June–October 2023, following the adoption of the system. The comparison was made using aggregate data by period, without individual tracking of the same participants, allowing for an assessment of the overall effect of the application’s implementation on user behavior and perception. The reported increases correspond to relative percentage changes between the pre-test and post-test values. In the case of brand loyalty, a relative increase of 66.36% was observed in the period following the implementation of the application ( Figure 7 ). This indicator was calculated based on the increase in minutes of active interaction with the tourism company recorded on the platform, which shows greater user engagement after the immersive experience. Figure 7. Brand loyalty indicator results obtained from the ind1.php view. With regard to customer retention, the results show a 65.48% increase in the post-test ( Figure 8 ), measured by the number of users who interacted repeatedly with the company to request information or purchase services. This result suggests that the virtual reality experience not only captured initial attention, but also encouraged the continuation of the relationship between users and the company. Figure 8. Customer retention indicator results obtained from the ind2.php view. In terms of customer satisfaction, assessed using a three-level ordinal scale, 78.15% of users rated the implementation as “good” ( Figure 9 ). This result reflects a positive perception of the interface, immersive content, and ease of use of the application. Figure 9. User satisfaction indicator results obtained from the ind3.php view. 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 The results of the study show that the implementation of the virtual reality application generated significant improvements in brand loyalty, customer retention, and user satisfaction indicators during the evaluation period. These results confirm that an immersive virtual reality experience, accessible through a progressive web application, can positively influence users’ perception and immediate engagement with a tourism company. In particular, the observed increase in loyalty and retention levels suggests that the immersive experience facilitated a more engaging and meaningful interaction with the tourism offering, encouraging users to remain interested and willing to continue interacting with the brand. Complementarily, the reported satisfaction levels reflect a positive acceptance of the interface, the content presented, and the proposed interaction model. From an applied perspective, the findings indicate that virtual reality can be an effective tool to support tourism promotion and communication strategies in real contexts, especially when implemented through accessible, multi-platform technological solutions. However, the results should be interpreted within the scope of the study design, which evaluates short-term effects derived from interaction with the application. In this regard, future research could extend the temporal scope of the evaluation, incorporate comparison groups with traditional promotional strategies, and explore mixed methods that allow for a deeper understanding of users’ emotional and behavioral responses. These lines of work would contribute to a more comprehensive understanding of the impact of virtual reality on the tourism sector. Data availability Extended data Zenodo: Pretest and posttest - Tourism promotion variable, https://doi.org/10.5281/zenodo.10725200 ( Cayahuallpa-Paquirachi & Pacheco, 2023 ). This project contains the following data: - DATA Record Sheets - LunApp.xlsx - Figure 4 (Customer retention – Before and after implementing the application) - Figure 5 (Brand loyalty – Before and after implementing the application) - Figure 6 (Customer satisfaction – Before and after implementing the application) Data are available under the terms of the Creative Commons Attribution 4.0 International license (CC-BY 4.0). Software availability Zenodo: Virtual Reality PWA for tourism promotion, https://doi.org/10.5281/zenodo.10208020 ( Cayahuallpa-Paquirachi, 2023 ). • Application source code (Front End and Back End): https://doi.org/10.5281/zenodo.10208020 ( Cayahuallpa-Paquirachi, 2023 ). • License: MIT License Acknowledgements Special thanks to the Vice-Presidency of Research of the Universidad Nacional de Cañete for providing us with the necessary resources to develop this research. To the research groups “Cañete L@B” and “Transformación Digital” of the Professional School of Systems Engineering of the Universidad Nacional de Cañete for the realization of this scientific article throughout these years of study. References Abarca Sánchez Y, Barreto Rivera U, Barreto Jara O, et al. : Fidelización y retención de clientes en una empresa líder de telecomunicaciones en Perú. Revista Venezolana de Gerencia. 2022; 27 (28): 729–743. 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PubMed Abstract | Publisher Full Text | Free Full Text Comments on this article Comments (0) Version 3 VERSION 3 PUBLISHED 19 Apr 2024 ADD YOUR COMMENT Comment Author details Author details 1 Professional School of Systems Engineering, Universidad Nacional de Canete, Cañete, Lima, 15701, Peru 2 Professional School of Accounting, Universidad Nacional de Canete, San Vicente de Cañete District, Lima, 15701, Peru Carlos Cayahuallpa Roles: Conceptualization, Methodology, Software, Writing – Original Draft Preparation, Writing – Review & Editing Alex Pacheco Roles: Conceptualization, Methodology, Software, Writing – Original Draft Preparation, Writing – Review & Editing Yrene Uribe-Hernandez Roles: Methodology, Writing – Review & Editing Competing interests No competing interests were disclosed. Grant information The project has been financed by the Universidad Nacional de Cañete with the award of Contract No.006-2022-UNDC/CO/P/DGA, through the "II Concurso Semilleros de Investigación - UNDC 2022" organized by the Vice-Presidency of Research of the Universidad Nacional de Cañete. Article Versions (3) version 3 Revised Published: 18 Mar 2026, 13:302 https://doi.org/10.12688/f1000research.146072.3 version 2 Revised Published: 18 Nov 2025, 13:302 https://doi.org/10.12688/f1000research.146072.2 version 1 Published: 19 Apr 2024, 13:302 https://doi.org/10.12688/f1000research.146072.1 Copyright © 2026 Cayahuallpa C et al . This is an open access article distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Download Export To Sciwheel Bibtex EndNote ProCite Ref. Manager (RIS) Sente metrics Views Downloads F1000Research - - PubMed Central info_outline Data from PMC are received and updated monthly. - - Citations open_in_new 0 open_in_new 0 open_in_new SEE MORE DETAILS CITE how to cite this article Cayahuallpa C, Pacheco A and Uribe-Hernandez Y. Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.12688/f1000research.146072.3 ) NOTE: If applicable, it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS track receive updates on this article Track an article to receive email alerts on any updates to this article. TRACK THIS ARTICLE Share Open Peer Review Current Reviewer Status: ? Key to Reviewer Statuses VIEW HIDE Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Version 3 VERSION 3 PUBLISHED 18 Mar 2026 Revised Views 0 Cite How to cite this report: Santoso HB. Reviewer Report For: Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.5256/f1000research.196748.r477224 ) The direct URL for this report is: https://f1000research.com/articles/13-302/v3#referee-response-477224 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 19 May 2026 Halim Budi Santoso , Universitas Kristen Duta Wacana, Yogyakarta, Indonesia Not Approved VIEWS 0 https://doi.org/10.5256/f1000research.196748.r477224 Thank you for inviting me to be a reviewer for this submission. The article examines a timely and interesting problems on the implementation of Virtual Reality at Lunahuana, Peru. However, to maintain the quality of the publications, I have some ... Continue reading READ ALL Thank you for inviting me to be a reviewer for this submission. The article examines a timely and interesting problems on the implementation of Virtual Reality at Lunahuana, Peru. However, to maintain the quality of the publications, I have some comments for this submission. One of my biggest concerns is the positioning, research methodology, and operationalization of the research. Research Positioning - The paper is categorized as a software tool article. However, it provides limited explanations regarding the software development process, particularly concerning the methodology employed by the authors . Abstract and Title - The title necessitates revision, as the current iteration may lead readers to conclude that the emphasis is on the transformation process of the tourism experience through the application of virtual reality. Furthermore, the article utilizes a case study from Lunahuana, Peru. - What is the definition of a loyalty tool as specified in the amendments from Version 2? Can the current VR version be classified as a loyalty tool ? Introduction - The introduction lacks sufficient development, particularly in its elucidation of technology utilization and brand loyalty, which are central to the paper's focus. In what ways might technology adoption potentially enhance brand loyalty? - Paragraphs 3 and 4 of the introduction may be specifically examined in relation to the gap in technology implementation and its impact on brand loyalty. In what ways might the implementation of technology enhance brand loyalty?- Minor comments: In the first sentence of paragraph six, the phrase "updated empirical evidence" requires clarification. What is meant by "updated empirical evidence"? Additionally, what criteria are used to determine the effective implementation of VR technologies, as mentioned in the same sentence? Please specify the author's claim . Literature Review - There are limited number of literature reviews. Literature review is an important aspect in the research article to maintain its alignment with the previous studies and understand the current development of the study. Research Methodology - The reviewer has expressed significant concerns regarding this issue, particularly in relation to the research methodology. How is the data collected and measured? I am also curious as to why this research employs two types of measurement: qualitative and quantitative. Furthermore, the study utilizes a mixed-method approach for measurement. Firstly, customer retention is assessed using active minutes within the applications. Brand loyalty is evaluated based on the number of users who interacted with the company. Lastly, satisfaction is gauged through user opinions. Is there specific literature that can support the author's argument concerning the metric and unit of analysis? - Further, the operationalization of the variable / indicators do not specifically align with the definition as mentioned in the study indicators sections. - The reviewer raises concerns regarding the timing of data collection, questioning why the researchers did not conduct data collection during the same period. The initial data collection occurred from August to December 2022, while the post-test was conducted from June to October 2023. It is noteworthy that the post-test took place during the summer vacation, which may have influenced the results concerning brand loyalty, specifically the number of users interacting with the system. - Furthermore, the reviewer expresses concerns regarding the measurement of brand loyalty. Specifically, how do the authors ascertain the number of users who interacted with the company and utilized virtual reality (VR) to gather information about tourism destinations? - Do the authors also consider cybersickness that might also influence interaction? It might influence the interaction time. - Please also make a table of number of respondents for each time / month of data collection. The reviewer would like to see the number of respondents. - The study employs longitudinal experimental design. Did the authors conduct a difference-in-differences (diff-in-diff) analysis? The difference-in-differences method is a widely used statistical technique for estimating causal effects in quantitative research. It can also facilitate the provision of statistical judgments and claims based on the measurements obtained. - The reviewer also notes the discrepancy in the number of respondents for each measurement. Specifically, brand loyalty and customer retention were assessed with 140 participants, whereas user satisfaction involved 847 participants. This disparity may result in unbalanced measurements and could suggest deficiencies in experimental design. - Could you elaborate on the methodology employed for the analysis of the qualitative data? Specifically, was a coding scheme or thematic analysis utilized? Please provide a detailed explanation. - In the subsection on VR interface design and user experience found on page 7, the presence of branding elements within the VR application is noted. What specific elements are included? Findings and discussions - The findings remain descriptive. How can the findings leverage the current understanding on VR and tourism experiences? - I would like to inquire about the concept of experiential value as discussed on Page 10. Specifically, what types of experiential value are provided by the VR experience? Furthermore, existing literature suggests that experiential value in tourism encompasses affective, functional, social, emotional, and novelty dimensions, among others. Also, strengthen the practical and theoretical contributions of the manuscript, especially on how immersive technology might influence individuals experience, specifically in destination advertising and marketing promotions . In light of the feedback and substantial corrections provided, the reviewer advises that the current version of the manuscript necessitates revision and improvement before resubmission to other journals. I recommend that the manuscript, in its current state, is not suitable for acceptance in the indexing process of the F1000 journal. Thank you, and I wish you success in your academic pursuits Is the rationale for developing the new software tool clearly explained? Partly Is the description of the software tool technically sound? Partly Are sufficient details of the code, methods and analysis (if applicable) provided to allow replication of the software development and its use by others? No Is sufficient information provided to allow interpretation of the expected output datasets and any results generated using the tool? No Are the conclusions about the tool and its performance adequately supported by the findings presented in the article? Partly Competing Interests: No competing interests were disclosed. Reviewer Expertise: Virtual Reality and Tourism I confirm that I have read this submission and believe that I have an appropriate level of expertise to state that I do not consider it to be of an acceptable scientific standard, for reasons outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Santoso HB. Reviewer Report For: Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.5256/f1000research.196748.r477224 ) The direct URL for this report is: https://f1000research.com/articles/13-302/v3#referee-response-477224 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Respond or Comment COMMENT ON THIS REPORT Version 2 VERSION 2 PUBLISHED 18 Nov 2025 Revised Views 0 Cite How to cite this report: Simsek G. Reviewer Report For: Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.5256/f1000research.191348.r438644 ) The direct URL for this report is: https://f1000research.com/articles/13-302/v2#referee-response-438644 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 30 Dec 2025 Guntekin Simsek , Aydin Adnan Menderes University, Aydin, Turkey Not Approved VIEWS 0 https://doi.org/10.5256/f1000research.191348.r438644 Summary of the Article This article looks at a new way to boost tourism in Lunahuaná, Peru, by using a Virtual Reality (VR) app that works right in your web browser. The goal was to see if ... Continue reading READ ALL Summary of the Article This article looks at a new way to boost tourism in Lunahuaná, Peru, by using a Virtual Reality (VR) app that works right in your web browser. The goal was to see if giving people an immersive "digital preview" of the destination would make them more loyal to the brand and more satisfied with their experience. The creators used an agile development process—moving through planning, building, and testing—to create a "Progressive Web App." This is a smart choice because it allows travelers to access high-tech VR content even if they have a slow internet connection or an older phone. According to the study's results, the app was a huge success: it reported a 66% jump in brand loyalty and a 78% increase in user satisfaction. The authors have even shared their code and data on Zenodo so others can learn from it. The Reality Check: While the project is a great idea with a lot of heart, it’s hitting a few roadblocks in the world of formal science. Right now, the paper is a bit "light" on the details. To be taken seriously by experts, the authors need to: Explain the "How": Be much clearer about how the technology actually works under the hood. Prove the Numbers: Show exactly how they calculated those big percentage gains and prove it wasn't just a fluke. Show the Receipts: Make it easier for other researchers to take their work and reproduce it themselves. Essentially, the project has a fantastic foundation and a very practical purpose, but it needs a bit more academic "muscle" to back up its big claims. Detailed Evaluation Aligned with Review Questions 1. Is the rationale for developing the new software tool clearly explained? Answer: Partly Issue and Required Revisions: The manuscript discusses the motivation for developing a VR advertising tool in broad terms, but the specific research and practical gap remains unclear. It is not sufficiently explained how the proposed application advances beyond existing VR tourism or VR marketing tools. The authors should clearly identify the limitations of current solutions (e.g., lack of loyalty metrics, limited accessibility, scalability issues) and explain why a PWA-based VR tool is particularly suitable for resource-limited tourism contexts. In addition, the primary contribution of the study—whether technical, methodological, contextual, or a combination—should be explicitly stated. 2. Is the description of the software tool technically sound? Answer: Partly Issue and Required Revisions: The current description of the software tool focuses mainly on screenshots and general features, but lacks sufficient system-level technical detail. Key aspects such as overall architecture, data flow, backend logic, and security considerations are only superficially addressed. To resolve this issue, the authors should add a dedicated technical documentation subsection that includes a clear system architecture diagram (frontend, backend, and data storage), a description of the main system components and modules, the data structures used to compute key performance indicators, and the deployment and configuration workflow. In addition, the interaction and integration between FrameVR, A-Frame, and Google Charts should be explicitly explained to clarify how these technologies function together within the system. 3. Are sufficient details of the code, methods, and analysis provided to allow replication? Answer: No Methodological Clarification Needed: The manuscript would benefit from clearer methodological reporting. In particular, additional information is needed on participant recruitment, sample size and characteristics, and whether the same users were assessed before and after the intervention. The description of software testing and validation procedures is also currently limited. To strengthen the scientific rigor of the study, the authors are encouraged to include a brief Methodological Protocol subsection outlining the study design, sample characteristics, recruitment setting, and the main software testing procedures. Clarifying how raw interaction data are converted into the reported loyalty, retention, and satisfaction indicators would further improve transparency and reproducibility. 4. Is sufficient information provided to interpret the output datasets and results? Answer: Partly Interpretation of Results and KPIs: The reported percentage increases are notable; however, their interpretation would benefit from clearer statistical and conceptual grounding. At present, the key performance indicators are presented as outputs without sufficient explanation of how they are calculated. To improve clarity, the authors should clearly define the baseline values and comparison logic, specify whether the reported increases are relative or absolute, and explain the time windows used for comparison (e.g., June–October). Including a concise table summarizing each KPI, its formula, and data source would substantially enhance transparency and interpretability. 5. Are the conclusions adequately supported by the findings? Answer: Partly Conclusions and Scope of Inference: Some conclusions extend beyond what is directly supported by the study design and reported results, particularly with respect to sustainability, industrial transformation, and long-term engagement. While the findings indicate positive short-term outcomes, the scope of inference is not always clearly delimited. The authors are encouraged to align the conclusions more closely with what was actually measured and what the study design allows to infer, and to avoid broader claims about sustainability or long-term impacts unless these are explicitly supported by corresponding evidence or metrics. In its current form, the manuscript shows potential but falls short of the standards expected for a Software Tool Article, as key elements related to methodological rigor, technical reproducibility, and the alignment between results and conclusions remain insufficiently developed. Is the rationale for developing the new software tool clearly explained? Partly Is the description of the software tool technically sound? Partly Are sufficient details of the code, methods and analysis (if applicable) provided to allow replication of the software development and its use by others? No Is sufficient information provided to allow interpretation of the expected output datasets and any results generated using the tool? Partly Are the conclusions about the tool and its performance adequately supported by the findings presented in the article? Partly Competing Interests: No competing interests were disclosed. Reviewer Expertise: Tourism management and economics; tourism data analytics and synthetic data; forecasting and decision-support systems in tourism; global distribution systems (GDS) and travel technologies; digital transformation and immersive technologies in tourism. I confirm that I have read this submission and believe that I have an appropriate level of expertise to state that I do not consider it to be of an acceptable scientific standard, for reasons outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Simsek G. Reviewer Report For: Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.5256/f1000research.191348.r438644 ) The direct URL for this report is: https://f1000research.com/articles/13-302/v2#referee-response-438644 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Respond or Comment COMMENT ON THIS REPORT Views 0 Cite How to cite this report: Samira Bafadhal A. Reviewer Report For: Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.5256/f1000research.191348.r433689 ) The direct URL for this report is: https://f1000research.com/articles/13-302/v2#referee-response-433689 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 22 Nov 2025 Aniesa Samira Bafadhal , Universitas Brawijaya, Malang, East Java, Indonesia Not Approved VIEWS 0 https://doi.org/10.5256/f1000research.191348.r433689 To better align with the Software Tool Article category, I recommend that the authors: (i) substantially expand the technical documentation in the manuscript (architecture, components, technologies, data structures, configuration, deployment); (ii) provide clear information on availability, license, ... Continue reading READ ALL To better align with the Software Tool Article category, I recommend that the authors: (i) substantially expand the technical documentation in the manuscript (architecture, components, technologies, data structures, configuration, deployment); (ii) provide clear information on availability, license, installation, and example use cases that can be replicated; (iii) report the testing and validation procedures used to ensure reliability, performance, and usability of the tool; and (iv) articulate more clearly how this tool can be reused or adapted by other tourism agencies or researchers beyond the specific context of Lunahuaná. The procedures for data collection and system testing remain insufficiently described. It is still unclear (i) what the socio-demographic and professional characteristics of the respondents are, (ii) how participants were recruited and from which tourism companies or customer segments, and (iii) in what setting the evaluation took place (on-site in agencies or destinations, in a laboratory/controlled environment, or elsewhere). In addition, the manuscript does not specify what kinds of tests were conducted on the VR application itself (e.g. black-box/functional testing, usability testing, performance testing) prior to or during the user study. I strongly recommend adding a dedicated subsection that clearly details the sample profile, recruitment procedures, evaluation setting and protocol, and the testing/quality-assurance methods applied to the software The description of the VR experience focuses almost exclusively on visual scenes and screenshots, but does not sufficiently specify the actual content elements presented to users (e.g. textual information, narration, sound effects, background music, on-screen prompts, or informational overlays). At present, the reader only sees a VR image gallery, without understanding what messages, cues, or multimodal stimuli are embedded in the experience. A more detailed account of the content design (information architecture, type of texts, audio design, language used, branding elements, call-to-action components, etc.) is needed to evaluate how the VR application communicates with users and why it might influence loyalty, retention, and satisfaction. The treatment of the main constructs remains conceptually and operationally unclear. The manuscript does not provide clear conceptual definitions of the key variables (e.g. satisfaction, brand loyalty, customer retention, engagement, immersion) grounded in established references, nor does it specify their operational definitions in the context of this study. In addition, the sources of the measurement scales and the exact measurement items used for each variable are not reported in a transparent way (e.g. original scale, adaptations, number of items, sample items, response format). I recommend that the authors (i) introduce each construct with a concise conceptual definition supported by up-to-date literature, and (ii) add a methodological subsection or table detailing the operational definitions, scale sources, and items for all variables included in the analysis. This is essential for assessing the validity, comparability, and reproducibility of the study. The current title, “Transformando la experiencia turística: Realidad Virtual para la fidelización de clientes en la industria turística”, can be improved in English for clarity, and specificity and explicitly indicating that this is a VR advertising tool developed and tested in the tourism context of Lunahuaná, Peru. The current paragraph on the theoretical implications is rather general and could be better anchored in specific theories and the virtual tourism body of knowledge. I would encourage the authors to explicitly link their findings to key frameworks such as immersive marketing that has examined promotion, destination image and branding. The current paragraph on practical implications is still too general and does not capture the richness of your findings. I suggest you (i) report the concrete improvements in brand loyalty, retention, and satisfaction to make the managerial value more explicit; (ii) foreground the key design features of the PWA (low system requirements, cross-platform access, collaborative VR, 360° local attractions) as clear guidelines for tourism agencies; and (iii) stress how the built-in KPI dashboards for these outcomes can function as an ongoing decision-support tool. This will yield more concrete and transferable insights for practitioners beyond the specific case of Lunahuaná. The current limitations paragraph is rather general and could be strengthened by tying the limitations more explicitly to the specific design and context of your study. I suggest that you several considerations: (i) highlight the single-destination setting (Lunahuaná) and non-probabilistic sampling; (ii) acknowledge the reliance on self-reported KPIs collected immediately after a single VR session and the absence of a comparison group using traditional advertising; and (iii) clarify that the findings mainly apply to a browser-based VR PWA with relatively low immersion compared to high-end headsets. From these points, you can then derive more targeted future research directions (e.g., multi-destination and cross-cultural studies, behavioural outcome measures, comparative experimental designs, and mixed-methods approaches). There is a inconsistency between the limitations section and the way the study is described. You mention that “future research should therefore include longitudinal approaches,” yet the manuscript also reports a comparison of satisfaction, brand loyalty, and retention before the implementation of VR in 2022 and after its use in 2023. I suggest that you clarify the nature of your design: was this a true longitudinal/panel study following the same participants over time, or a repeated cross-sectional comparison of two different samples? It can be confusing for readers, because some temporal comparison is already part of your study. The current set of keywords (“Virtual reality, brand loyalty, immersion, tourism, customers”) is rather broad and does not fully reflect the specific focus and design of the study. The overall reference list is still dominated by studies published before 2023. I recommend incorporating more up-to-date empirical and conceptual studies from 2024–2025 on VR advertising, immersive marketing, and virtual tourism to better position the contribution of this research within the latest developments in the field. Although the revised manuscript shows some improvements, my previous comments have not yet been fully addressed. Several key issues I raised earlier particularly regarding the theoretical foundation, clarity of the research design and data collection procedures, the conceptual and operational definitions of the main variables, the detailed description of the VR content, and the positioning of the findings within recent virtual tourism/immersive marketing literature remain only partially resolved Competing Interests: No competing interests were disclosed. Reviewer Expertise: virtual tourism marketing and behavior I confirm that I have read this submission and believe that I have an appropriate level of expertise to state that I do not consider it to be of an acceptable scientific standard, for reasons outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Samira Bafadhal A. Reviewer Report For: Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.5256/f1000research.191348.r433689 ) The direct URL for this report is: https://f1000research.com/articles/13-302/v2#referee-response-433689 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Respond or Comment COMMENT ON THIS REPORT Version 1 VERSION 1 PUBLISHED 19 Apr 2024 Views 0 Cite How to cite this report: Samira Bafadhal A. Reviewer Report For: Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.5256/f1000research.160110.r282143 ) The direct URL for this report is: https://f1000research.com/articles/13-302/v1#referee-response-282143 NOTE: it is important to ensure the information in square brackets after the title is included in this citation. Close Copy Citation Details Reviewer Report 08 Jun 2024 Aniesa Samira Bafadhal , Universitas Brawijaya, Malang, East Java, Indonesia Approved with Reservations VIEWS 0 https://doi.org/10.5256/f1000research.160110.r282143 1) The current research article's rationale for developing the new software tool is unclear. While the paper proposes virtual reality (VR) as a pivotal strategy for advertising and fostering brand loyalty in tourism companies, the title fails to emphasize ... Continue reading READ ALL 1) The current research article's rationale for developing the new software tool is unclear. While the paper proposes virtual reality (VR) as a pivotal strategy for advertising and fostering brand loyalty in tourism companies, the title fails to emphasize the impact of VR on advertising and brand loyalty. Furthermore, the research outlines a three-phase software development process critical for understanding how the VR application was conceptualized and refined. However, the title does not reflect this methodological depth, essential for distinguishing this software tool research from other papers. The abstract provided is generally aligned with the keywords for the article journal, which include "virtual reality," "brand loyalty," "immersion," "tourism," and "customers." However, consider incorporating another keyword more explicitly into the overall research content to enhance alignment and improve clarity, such as “VR advertising” and “VR promotion.” The absence of comparative research on the same topic is notable. It is crucial to draw comparisons, identify research gaps, and address potential limitations in existing literature. Presenting counterarguments or challenges to implementing VR technology in the tourism sector would enrich the discussion and prevent the article from appearing one-sided. Moreover, the introduction heavily relies on cited sources to support its points rather than providing original insights or analyses. This approach may lead to a lack of depth or critical thinking when discussing the topic. To improve, the article could delve deeper into the current state of advertising and brand loyalty within the tourism sector, highlight existing challenges tourism companies face, and underscore the necessity for innovative solutions such as VR advertising technology. Clarifying key performance indicators such as brand loyalty, customer retention, and customer satisfaction and elucidating their interrelationship with customer experience and loyalty would ensure readers thoroughly grasp the concepts under discussion and their significance in VR technology's context in tourism advertising. Additionally, there is a lack of connection between the discussion and the need for VR advertising applications developed in the current research. Identifying existing gaps or limitations in current VR advertising applications and specifying how these new tools can address the identified challenges and enhance advertising effectiveness and brand loyalty in the tourism industry would strengthen the argument. 2) The description of the software tool lacks essential technical details, such as features, storytelling, scenarios, prototypes, or the appearance of the VR advertising application developed by the researchers. The researchers only display the results of exposure to VR advertising on brand loyalty, customer retention, and satisfaction of tourism companies that utilize VR advertising. Including a detailed description of the software tool's features is crucial, as it gives readers insights into how the application functions and what sets it apart from other solutions. Features like interactive elements, user interfaces, navigation options, and virtual environments contribute to the VR advertising application's overall user experience and effectiveness. Storytelling and scenarios are essential to VR advertising applications, as they shape users' narrative and engagement levels. By presenting specific scenarios or use cases, researchers can demonstrate how the application immerses users in virtual environments and conveys brand messages effectively. Prototypes or visual representations of the application's appearance offer readers a tangible understanding of its design and aesthetics. Clear documentation of features and design elements enhances transparency and facilitates reproducibility, allowing other researchers or developers to replicate or build upon the software tool in their own projects. The introduction highlights the importance of VR advertising for sustainability and industrial infrastructure efficiency. Still, it has not been explained how the VR advertising researchers have developed can be a sustainable solution. The information would strengthen the methodology section by showcasing a more comprehensive approach to VR advertising application sustainability. 3) There is an insufficient comprehensive methodological approach taken in the research and a lack of systematic development, testing, and deployment of VR for advertising and branding. Here are several key points that need to enhance the methodological research part: The research lacks thorough explanation and detail regarding several key aspects, including research type and research approach, which are not clearly outlined, leaving ambiguity about the methodology employed. There is a lack of description regarding research and experimental design, including pre-test and post-test measures to evaluate the impact of the intervention. The study population, data collection methods, types of data gathered, and survey or internet observation techniques are not sufficiently explained, leading to uncertainty about the research's validity and generalizability. Furthermore, the adaptation of the software for tourism agencies is mentioned but lacks detail on how the specific needs of these agencies were identified and addressed. It would enhance the methodology's credibility by providing insights into the research or analysis conducted to understand these requirements and how they were incorporated into the software design. The methodology does not mention specific testing methodologies or quality assurance practices implemented during development. Including information on testing strategies, such as unit testing, integration testing, and user acceptance testing, would demonstrate how the software's reliability and functionality were ensured. While the methodology mentions close collaboration with stakeholders, it does not elaborate on the extent or methods of stakeholder involvement. Including details on stakeholder engagement strategies, such as regular meetings, feedback sessions, or user testing, would provide a clearer picture of how stakeholder input influenced the development process. Additionally, research settings in tourism companies in the Lunahuaná, Cañete, Peru district, and firms in the Lima Sur region of Peru are not mentioned in the methodology. It is critical to understand the context and generalizability of the study findings. It provides insight into the specific population under study and helps determine the relevance and applicability of the research to similar settings or regions. Data analysis and analytical tools lack explanation. The absence of an explanation of data analysis and analytical tools used in the study hinders transparency and reproducibility. Understanding the methods and tools employed for data analysis is essential for evaluating the rigor and validity of the study's findings. It enables researchers to assess the appropriateness of the analytical approach and the results' reliability. Moreover, the research used an agile development framework. The development was divided into three phases: planning, implementation, and operation, but each step was not described in detail. For a research journal, providing more insight into the agile methodologies employed, such as Scrum or Kanban, and how they were tailored to suit the project's needs would enhance the depth of the methodology section. The planning phase includes functional requirements, non-functional requirements, technologies used, and hardware specifications. Implementation phases include prototype development, project repository, frontend, and backend development. Finally, two iterations were carried out in the operation phase but lacked descriptions. Another insight for readers needs to explain, such as A/B testing or other methods, compares two product versions, and gathers user feedback for optimization. User feedback is incorporated to improve the system. Hosting, security, feature and measurement, and detailed documentation and flowcharts are not provided to illustrate the system development process. While the methodology mentions two iterations during the operation phase, it does not delve into how user feedback was collected or incorporated into the development process. Including information on how user feedback influenced feature enhancements and iterative improvements would add depth to the methodology section. 4) The information provided does not adequately enable the interpretation of the expected output datasets and any results generated using the tool. In the discussion section, the position of the results of this study compared to previous research has not been explained. By discussing how the current study's findings align with or diverge from previous research, researchers provide context for interpreting their results. This contextualization helps readers understand the broader landscape of research in the field and how the current study contributes to it. Additionally, the methodology of this study lacked an explanation of the characteristics of respondents or users involved, leading to a deficiency in exploring the study results in the discussion section, particularly in relation to the characteristics of respondents at the Lima Peru tourism company. Describing the demographics, backgrounds, and characteristics of respondents offers insights into the representativeness of the study sample. Knowledge of respondent characteristics aids in interpreting study results within the specific context of the target population. Moreover, the discussions of this study do not yet provide theoretical and practical implications. By discussing theoretical implications, researchers demonstrate how their findings contribute to advancing theoretical frameworks in the field. Practical implications elucidate how the study findings can be applied in real-world settings. Based on the study results, this may include recommendations for practitioners, policymakers, or other stakeholders. Practical implications provide actionable insights that inform decision-making, strategy development, and intervention design in relevant domains. 5) The conclusions about the tool and its performance are not adequately supported by the findings presented in the article. The abstract, introduction, and results highlight the importance of VR advertising for sustainability and industrial infrastructure efficiency. However, the discussion and conclusion of this research fail to align with it. The provided conclusion primarily focuses on the effectiveness of VR in enhancing customer engagement, which was never mentioned before. Eventually, it does not address the research's contribution to inclusive and sustainable industrialization, infrastructure improvement, or industry resource efficiency. Is the rationale for developing the new software tool clearly explained? Partly Is the description of the software tool technically sound? Partly Are sufficient details of the code, methods and analysis (if applicable) provided to allow replication of the software development and its use by others? No Is sufficient information provided to allow interpretation of the expected output datasets and any results generated using the tool? Partly Are the conclusions about the tool and its performance adequately supported by the findings presented in the article? Partly References 1. Geng Y: Virtual Reality (VR) Advertising Communication Design Based on 3D Wireless Active Visual Sensing. Journal of Sensors . 2022; 2022 : 1-9 Publisher Full Text Competing Interests: No competing interests were disclosed. Reviewer Expertise: virtual tourism marketing and behavior I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. Close READ LESS CITE CITE HOW TO CITE THIS REPORT Samira Bafadhal A. Reviewer Report For: Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.5256/f1000research.160110.r282143 ) The direct URL for this report is: https://f1000research.com/articles/13-302/v1#referee-response-282143 NOTE: it is important to ensure the information in square brackets after the title is included in all citations of this article. COPY CITATION DETAILS Report a concern Respond or Comment COMMENT ON THIS REPORT Comments on this article Comments (0) Version 3 VERSION 3 PUBLISHED 19 Apr 2024 ADD YOUR COMMENT Comment keyboard_arrow_left keyboard_arrow_right Open Peer Review Reviewer Status info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Reviewer Reports Invited Reviewers 1 2 3 Version 3 (revision) 18 Mar 26 read Version 2 (revision) 18 Nov 25 read read Version 1 19 Apr 24 read Aniesa Samira Bafadhal , Universitas Brawijaya, Malang, Indonesia Guntekin Simsek , Aydin Adnan Menderes University, Aydin, Turkey Halim Budi Santoso , Universitas Kristen Duta Wacana, Yogyakarta, Indonesia Comments on this article All Comments (0) Add a comment Sign up for content alerts Sign Up You are now signed up to receive this alert Browse by related subjects keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2026 Santoso H. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 19 May 2026 | for Version 3 Halim Budi Santoso , Universitas Kristen Duta Wacana, Yogyakarta, Indonesia 0 Views copyright © 2026 Santoso H. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (0) Not Approved info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Thank you for inviting me to be a reviewer for this submission. The article examines a timely and interesting problems on the implementation of Virtual Reality at Lunahuana, Peru. However, to maintain the quality of the publications, I have some comments for this submission. One of my biggest concerns is the positioning, research methodology, and operationalization of the research. Research Positioning - The paper is categorized as a software tool article. However, it provides limited explanations regarding the software development process, particularly concerning the methodology employed by the authors . Abstract and Title - The title necessitates revision, as the current iteration may lead readers to conclude that the emphasis is on the transformation process of the tourism experience through the application of virtual reality. Furthermore, the article utilizes a case study from Lunahuana, Peru. - What is the definition of a loyalty tool as specified in the amendments from Version 2? Can the current VR version be classified as a loyalty tool ? Introduction - The introduction lacks sufficient development, particularly in its elucidation of technology utilization and brand loyalty, which are central to the paper's focus. In what ways might technology adoption potentially enhance brand loyalty? - Paragraphs 3 and 4 of the introduction may be specifically examined in relation to the gap in technology implementation and its impact on brand loyalty. In what ways might the implementation of technology enhance brand loyalty?- Minor comments: In the first sentence of paragraph six, the phrase "updated empirical evidence" requires clarification. What is meant by "updated empirical evidence"? Additionally, what criteria are used to determine the effective implementation of VR technologies, as mentioned in the same sentence? Please specify the author's claim . Literature Review - There are limited number of literature reviews. Literature review is an important aspect in the research article to maintain its alignment with the previous studies and understand the current development of the study. Research Methodology - The reviewer has expressed significant concerns regarding this issue, particularly in relation to the research methodology. How is the data collected and measured? I am also curious as to why this research employs two types of measurement: qualitative and quantitative. Furthermore, the study utilizes a mixed-method approach for measurement. Firstly, customer retention is assessed using active minutes within the applications. Brand loyalty is evaluated based on the number of users who interacted with the company. Lastly, satisfaction is gauged through user opinions. Is there specific literature that can support the author's argument concerning the metric and unit of analysis? - Further, the operationalization of the variable / indicators do not specifically align with the definition as mentioned in the study indicators sections. - The reviewer raises concerns regarding the timing of data collection, questioning why the researchers did not conduct data collection during the same period. The initial data collection occurred from August to December 2022, while the post-test was conducted from June to October 2023. It is noteworthy that the post-test took place during the summer vacation, which may have influenced the results concerning brand loyalty, specifically the number of users interacting with the system. - Furthermore, the reviewer expresses concerns regarding the measurement of brand loyalty. Specifically, how do the authors ascertain the number of users who interacted with the company and utilized virtual reality (VR) to gather information about tourism destinations? - Do the authors also consider cybersickness that might also influence interaction? It might influence the interaction time. - Please also make a table of number of respondents for each time / month of data collection. The reviewer would like to see the number of respondents. - The study employs longitudinal experimental design. Did the authors conduct a difference-in-differences (diff-in-diff) analysis? The difference-in-differences method is a widely used statistical technique for estimating causal effects in quantitative research. It can also facilitate the provision of statistical judgments and claims based on the measurements obtained. - The reviewer also notes the discrepancy in the number of respondents for each measurement. Specifically, brand loyalty and customer retention were assessed with 140 participants, whereas user satisfaction involved 847 participants. This disparity may result in unbalanced measurements and could suggest deficiencies in experimental design. - Could you elaborate on the methodology employed for the analysis of the qualitative data? Specifically, was a coding scheme or thematic analysis utilized? Please provide a detailed explanation. - In the subsection on VR interface design and user experience found on page 7, the presence of branding elements within the VR application is noted. What specific elements are included? Findings and discussions - The findings remain descriptive. How can the findings leverage the current understanding on VR and tourism experiences? - I would like to inquire about the concept of experiential value as discussed on Page 10. Specifically, what types of experiential value are provided by the VR experience? Furthermore, existing literature suggests that experiential value in tourism encompasses affective, functional, social, emotional, and novelty dimensions, among others. Also, strengthen the practical and theoretical contributions of the manuscript, especially on how immersive technology might influence individuals experience, specifically in destination advertising and marketing promotions . In light of the feedback and substantial corrections provided, the reviewer advises that the current version of the manuscript necessitates revision and improvement before resubmission to other journals. I recommend that the manuscript, in its current state, is not suitable for acceptance in the indexing process of the F1000 journal. Thank you, and I wish you success in your academic pursuits Is the rationale for developing the new software tool clearly explained? Partly Is the description of the software tool technically sound? Partly Are sufficient details of the code, methods and analysis (if applicable) provided to allow replication of the software development and its use by others? No Is sufficient information provided to allow interpretation of the expected output datasets and any results generated using the tool? No Are the conclusions about the tool and its performance adequately supported by the findings presented in the article? Partly Competing Interests No competing interests were disclosed. Reviewer Expertise Virtual Reality and Tourism I confirm that I have read this submission and believe that I have an appropriate level of expertise to state that I do not consider it to be of an acceptable scientific standard, for reasons outlined above. reply Respond to this report Responses (0) Santoso HB. Peer Review Report For: Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.5256/f1000research.196748.r477224) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/13-302/v3#referee-response-477224 keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2026 Simsek G. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 30 Dec 2025 | for Version 2 Guntekin Simsek , Aydin Adnan Menderes University, Aydin, Turkey 0 Views copyright © 2026 Simsek G. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (0) Not Approved info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions Summary of the Article This article looks at a new way to boost tourism in Lunahuaná, Peru, by using a Virtual Reality (VR) app that works right in your web browser. The goal was to see if giving people an immersive "digital preview" of the destination would make them more loyal to the brand and more satisfied with their experience. The creators used an agile development process—moving through planning, building, and testing—to create a "Progressive Web App." This is a smart choice because it allows travelers to access high-tech VR content even if they have a slow internet connection or an older phone. According to the study's results, the app was a huge success: it reported a 66% jump in brand loyalty and a 78% increase in user satisfaction. The authors have even shared their code and data on Zenodo so others can learn from it. The Reality Check: While the project is a great idea with a lot of heart, it’s hitting a few roadblocks in the world of formal science. Right now, the paper is a bit "light" on the details. To be taken seriously by experts, the authors need to: Explain the "How": Be much clearer about how the technology actually works under the hood. Prove the Numbers: Show exactly how they calculated those big percentage gains and prove it wasn't just a fluke. Show the Receipts: Make it easier for other researchers to take their work and reproduce it themselves. Essentially, the project has a fantastic foundation and a very practical purpose, but it needs a bit more academic "muscle" to back up its big claims. Detailed Evaluation Aligned with Review Questions 1. Is the rationale for developing the new software tool clearly explained? Answer: Partly Issue and Required Revisions: The manuscript discusses the motivation for developing a VR advertising tool in broad terms, but the specific research and practical gap remains unclear. It is not sufficiently explained how the proposed application advances beyond existing VR tourism or VR marketing tools. The authors should clearly identify the limitations of current solutions (e.g., lack of loyalty metrics, limited accessibility, scalability issues) and explain why a PWA-based VR tool is particularly suitable for resource-limited tourism contexts. In addition, the primary contribution of the study—whether technical, methodological, contextual, or a combination—should be explicitly stated. 2. Is the description of the software tool technically sound? Answer: Partly Issue and Required Revisions: The current description of the software tool focuses mainly on screenshots and general features, but lacks sufficient system-level technical detail. Key aspects such as overall architecture, data flow, backend logic, and security considerations are only superficially addressed. To resolve this issue, the authors should add a dedicated technical documentation subsection that includes a clear system architecture diagram (frontend, backend, and data storage), a description of the main system components and modules, the data structures used to compute key performance indicators, and the deployment and configuration workflow. In addition, the interaction and integration between FrameVR, A-Frame, and Google Charts should be explicitly explained to clarify how these technologies function together within the system. 3. Are sufficient details of the code, methods, and analysis provided to allow replication? Answer: No Methodological Clarification Needed: The manuscript would benefit from clearer methodological reporting. In particular, additional information is needed on participant recruitment, sample size and characteristics, and whether the same users were assessed before and after the intervention. The description of software testing and validation procedures is also currently limited. To strengthen the scientific rigor of the study, the authors are encouraged to include a brief Methodological Protocol subsection outlining the study design, sample characteristics, recruitment setting, and the main software testing procedures. Clarifying how raw interaction data are converted into the reported loyalty, retention, and satisfaction indicators would further improve transparency and reproducibility. 4. Is sufficient information provided to interpret the output datasets and results? Answer: Partly Interpretation of Results and KPIs: The reported percentage increases are notable; however, their interpretation would benefit from clearer statistical and conceptual grounding. At present, the key performance indicators are presented as outputs without sufficient explanation of how they are calculated. To improve clarity, the authors should clearly define the baseline values and comparison logic, specify whether the reported increases are relative or absolute, and explain the time windows used for comparison (e.g., June–October). Including a concise table summarizing each KPI, its formula, and data source would substantially enhance transparency and interpretability. 5. Are the conclusions adequately supported by the findings? Answer: Partly Conclusions and Scope of Inference: Some conclusions extend beyond what is directly supported by the study design and reported results, particularly with respect to sustainability, industrial transformation, and long-term engagement. While the findings indicate positive short-term outcomes, the scope of inference is not always clearly delimited. The authors are encouraged to align the conclusions more closely with what was actually measured and what the study design allows to infer, and to avoid broader claims about sustainability or long-term impacts unless these are explicitly supported by corresponding evidence or metrics. In its current form, the manuscript shows potential but falls short of the standards expected for a Software Tool Article, as key elements related to methodological rigor, technical reproducibility, and the alignment between results and conclusions remain insufficiently developed. Is the rationale for developing the new software tool clearly explained? Partly Is the description of the software tool technically sound? Partly Are sufficient details of the code, methods and analysis (if applicable) provided to allow replication of the software development and its use by others? No Is sufficient information provided to allow interpretation of the expected output datasets and any results generated using the tool? Partly Are the conclusions about the tool and its performance adequately supported by the findings presented in the article? Partly Competing Interests No competing interests were disclosed. Reviewer Expertise Tourism management and economics; tourism data analytics and synthetic data; forecasting and decision-support systems in tourism; global distribution systems (GDS) and travel technologies; digital transformation and immersive technologies in tourism. I confirm that I have read this submission and believe that I have an appropriate level of expertise to state that I do not consider it to be of an acceptable scientific standard, for reasons outlined above. reply Respond to this report Responses (0) Simsek G. Peer Review Report For: Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.5256/f1000research.191348.r438644) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/13-302/v2#referee-response-438644 keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2025 Samira Bafadhal A. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 22 Nov 2025 | for Version 2 Aniesa Samira Bafadhal , Universitas Brawijaya, Malang, East Java, Indonesia 0 Views copyright © 2025 Samira Bafadhal A. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (0) Not Approved info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions To better align with the Software Tool Article category, I recommend that the authors: (i) substantially expand the technical documentation in the manuscript (architecture, components, technologies, data structures, configuration, deployment); (ii) provide clear information on availability, license, installation, and example use cases that can be replicated; (iii) report the testing and validation procedures used to ensure reliability, performance, and usability of the tool; and (iv) articulate more clearly how this tool can be reused or adapted by other tourism agencies or researchers beyond the specific context of Lunahuaná. The procedures for data collection and system testing remain insufficiently described. It is still unclear (i) what the socio-demographic and professional characteristics of the respondents are, (ii) how participants were recruited and from which tourism companies or customer segments, and (iii) in what setting the evaluation took place (on-site in agencies or destinations, in a laboratory/controlled environment, or elsewhere). In addition, the manuscript does not specify what kinds of tests were conducted on the VR application itself (e.g. black-box/functional testing, usability testing, performance testing) prior to or during the user study. I strongly recommend adding a dedicated subsection that clearly details the sample profile, recruitment procedures, evaluation setting and protocol, and the testing/quality-assurance methods applied to the software The description of the VR experience focuses almost exclusively on visual scenes and screenshots, but does not sufficiently specify the actual content elements presented to users (e.g. textual information, narration, sound effects, background music, on-screen prompts, or informational overlays). At present, the reader only sees a VR image gallery, without understanding what messages, cues, or multimodal stimuli are embedded in the experience. A more detailed account of the content design (information architecture, type of texts, audio design, language used, branding elements, call-to-action components, etc.) is needed to evaluate how the VR application communicates with users and why it might influence loyalty, retention, and satisfaction. The treatment of the main constructs remains conceptually and operationally unclear. The manuscript does not provide clear conceptual definitions of the key variables (e.g. satisfaction, brand loyalty, customer retention, engagement, immersion) grounded in established references, nor does it specify their operational definitions in the context of this study. In addition, the sources of the measurement scales and the exact measurement items used for each variable are not reported in a transparent way (e.g. original scale, adaptations, number of items, sample items, response format). I recommend that the authors (i) introduce each construct with a concise conceptual definition supported by up-to-date literature, and (ii) add a methodological subsection or table detailing the operational definitions, scale sources, and items for all variables included in the analysis. This is essential for assessing the validity, comparability, and reproducibility of the study. The current title, “Transformando la experiencia turística: Realidad Virtual para la fidelización de clientes en la industria turística”, can be improved in English for clarity, and specificity and explicitly indicating that this is a VR advertising tool developed and tested in the tourism context of Lunahuaná, Peru. The current paragraph on the theoretical implications is rather general and could be better anchored in specific theories and the virtual tourism body of knowledge. I would encourage the authors to explicitly link their findings to key frameworks such as immersive marketing that has examined promotion, destination image and branding. The current paragraph on practical implications is still too general and does not capture the richness of your findings. I suggest you (i) report the concrete improvements in brand loyalty, retention, and satisfaction to make the managerial value more explicit; (ii) foreground the key design features of the PWA (low system requirements, cross-platform access, collaborative VR, 360° local attractions) as clear guidelines for tourism agencies; and (iii) stress how the built-in KPI dashboards for these outcomes can function as an ongoing decision-support tool. This will yield more concrete and transferable insights for practitioners beyond the specific case of Lunahuaná. The current limitations paragraph is rather general and could be strengthened by tying the limitations more explicitly to the specific design and context of your study. I suggest that you several considerations: (i) highlight the single-destination setting (Lunahuaná) and non-probabilistic sampling; (ii) acknowledge the reliance on self-reported KPIs collected immediately after a single VR session and the absence of a comparison group using traditional advertising; and (iii) clarify that the findings mainly apply to a browser-based VR PWA with relatively low immersion compared to high-end headsets. From these points, you can then derive more targeted future research directions (e.g., multi-destination and cross-cultural studies, behavioural outcome measures, comparative experimental designs, and mixed-methods approaches). There is a inconsistency between the limitations section and the way the study is described. You mention that “future research should therefore include longitudinal approaches,” yet the manuscript also reports a comparison of satisfaction, brand loyalty, and retention before the implementation of VR in 2022 and after its use in 2023. I suggest that you clarify the nature of your design: was this a true longitudinal/panel study following the same participants over time, or a repeated cross-sectional comparison of two different samples? It can be confusing for readers, because some temporal comparison is already part of your study. The current set of keywords (“Virtual reality, brand loyalty, immersion, tourism, customers”) is rather broad and does not fully reflect the specific focus and design of the study. The overall reference list is still dominated by studies published before 2023. I recommend incorporating more up-to-date empirical and conceptual studies from 2024–2025 on VR advertising, immersive marketing, and virtual tourism to better position the contribution of this research within the latest developments in the field. Although the revised manuscript shows some improvements, my previous comments have not yet been fully addressed. Several key issues I raised earlier particularly regarding the theoretical foundation, clarity of the research design and data collection procedures, the conceptual and operational definitions of the main variables, the detailed description of the VR content, and the positioning of the findings within recent virtual tourism/immersive marketing literature remain only partially resolved Competing Interests No competing interests were disclosed. Reviewer Expertise virtual tourism marketing and behavior I confirm that I have read this submission and believe that I have an appropriate level of expertise to state that I do not consider it to be of an acceptable scientific standard, for reasons outlined above. reply Respond to this report Responses (0) Samira Bafadhal A. Peer Review Report For: Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.5256/f1000research.191348.r433689) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/13-302/v2#referee-response-433689 keyboard_arrow_left Back to all reports Reviewer Report 0 Views copyright © 2024 Samira Bafadhal A. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. 08 Jun 2024 | for Version 1 Aniesa Samira Bafadhal , Universitas Brawijaya, Malang, East Java, Indonesia 0 Views copyright © 2024 Samira Bafadhal A. This is an open access peer review report distributed under the terms of the Creative Commons Attribution License , which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. format_quote Cite this report speaker_notes Responses (0) Approved With Reservations info_outline Alongside their report, reviewers assign a status to the article: Approved The paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved Fundamental flaws in the paper seriously undermine the findings and conclusions 1) The current research article's rationale for developing the new software tool is unclear. While the paper proposes virtual reality (VR) as a pivotal strategy for advertising and fostering brand loyalty in tourism companies, the title fails to emphasize the impact of VR on advertising and brand loyalty. Furthermore, the research outlines a three-phase software development process critical for understanding how the VR application was conceptualized and refined. However, the title does not reflect this methodological depth, essential for distinguishing this software tool research from other papers. The abstract provided is generally aligned with the keywords for the article journal, which include "virtual reality," "brand loyalty," "immersion," "tourism," and "customers." However, consider incorporating another keyword more explicitly into the overall research content to enhance alignment and improve clarity, such as “VR advertising” and “VR promotion.” The absence of comparative research on the same topic is notable. It is crucial to draw comparisons, identify research gaps, and address potential limitations in existing literature. Presenting counterarguments or challenges to implementing VR technology in the tourism sector would enrich the discussion and prevent the article from appearing one-sided. Moreover, the introduction heavily relies on cited sources to support its points rather than providing original insights or analyses. This approach may lead to a lack of depth or critical thinking when discussing the topic. To improve, the article could delve deeper into the current state of advertising and brand loyalty within the tourism sector, highlight existing challenges tourism companies face, and underscore the necessity for innovative solutions such as VR advertising technology. Clarifying key performance indicators such as brand loyalty, customer retention, and customer satisfaction and elucidating their interrelationship with customer experience and loyalty would ensure readers thoroughly grasp the concepts under discussion and their significance in VR technology's context in tourism advertising. Additionally, there is a lack of connection between the discussion and the need for VR advertising applications developed in the current research. Identifying existing gaps or limitations in current VR advertising applications and specifying how these new tools can address the identified challenges and enhance advertising effectiveness and brand loyalty in the tourism industry would strengthen the argument. 2) The description of the software tool lacks essential technical details, such as features, storytelling, scenarios, prototypes, or the appearance of the VR advertising application developed by the researchers. The researchers only display the results of exposure to VR advertising on brand loyalty, customer retention, and satisfaction of tourism companies that utilize VR advertising. Including a detailed description of the software tool's features is crucial, as it gives readers insights into how the application functions and what sets it apart from other solutions. Features like interactive elements, user interfaces, navigation options, and virtual environments contribute to the VR advertising application's overall user experience and effectiveness. Storytelling and scenarios are essential to VR advertising applications, as they shape users' narrative and engagement levels. By presenting specific scenarios or use cases, researchers can demonstrate how the application immerses users in virtual environments and conveys brand messages effectively. Prototypes or visual representations of the application's appearance offer readers a tangible understanding of its design and aesthetics. Clear documentation of features and design elements enhances transparency and facilitates reproducibility, allowing other researchers or developers to replicate or build upon the software tool in their own projects. The introduction highlights the importance of VR advertising for sustainability and industrial infrastructure efficiency. Still, it has not been explained how the VR advertising researchers have developed can be a sustainable solution. The information would strengthen the methodology section by showcasing a more comprehensive approach to VR advertising application sustainability. 3) There is an insufficient comprehensive methodological approach taken in the research and a lack of systematic development, testing, and deployment of VR for advertising and branding. Here are several key points that need to enhance the methodological research part: The research lacks thorough explanation and detail regarding several key aspects, including research type and research approach, which are not clearly outlined, leaving ambiguity about the methodology employed. There is a lack of description regarding research and experimental design, including pre-test and post-test measures to evaluate the impact of the intervention. The study population, data collection methods, types of data gathered, and survey or internet observation techniques are not sufficiently explained, leading to uncertainty about the research's validity and generalizability. Furthermore, the adaptation of the software for tourism agencies is mentioned but lacks detail on how the specific needs of these agencies were identified and addressed. It would enhance the methodology's credibility by providing insights into the research or analysis conducted to understand these requirements and how they were incorporated into the software design. The methodology does not mention specific testing methodologies or quality assurance practices implemented during development. Including information on testing strategies, such as unit testing, integration testing, and user acceptance testing, would demonstrate how the software's reliability and functionality were ensured. While the methodology mentions close collaboration with stakeholders, it does not elaborate on the extent or methods of stakeholder involvement. Including details on stakeholder engagement strategies, such as regular meetings, feedback sessions, or user testing, would provide a clearer picture of how stakeholder input influenced the development process. Additionally, research settings in tourism companies in the Lunahuaná, Cañete, Peru district, and firms in the Lima Sur region of Peru are not mentioned in the methodology. It is critical to understand the context and generalizability of the study findings. It provides insight into the specific population under study and helps determine the relevance and applicability of the research to similar settings or regions. Data analysis and analytical tools lack explanation. The absence of an explanation of data analysis and analytical tools used in the study hinders transparency and reproducibility. Understanding the methods and tools employed for data analysis is essential for evaluating the rigor and validity of the study's findings. It enables researchers to assess the appropriateness of the analytical approach and the results' reliability. Moreover, the research used an agile development framework. The development was divided into three phases: planning, implementation, and operation, but each step was not described in detail. For a research journal, providing more insight into the agile methodologies employed, such as Scrum or Kanban, and how they were tailored to suit the project's needs would enhance the depth of the methodology section. The planning phase includes functional requirements, non-functional requirements, technologies used, and hardware specifications. Implementation phases include prototype development, project repository, frontend, and backend development. Finally, two iterations were carried out in the operation phase but lacked descriptions. Another insight for readers needs to explain, such as A/B testing or other methods, compares two product versions, and gathers user feedback for optimization. User feedback is incorporated to improve the system. Hosting, security, feature and measurement, and detailed documentation and flowcharts are not provided to illustrate the system development process. While the methodology mentions two iterations during the operation phase, it does not delve into how user feedback was collected or incorporated into the development process. Including information on how user feedback influenced feature enhancements and iterative improvements would add depth to the methodology section. 4) The information provided does not adequately enable the interpretation of the expected output datasets and any results generated using the tool. In the discussion section, the position of the results of this study compared to previous research has not been explained. By discussing how the current study's findings align with or diverge from previous research, researchers provide context for interpreting their results. This contextualization helps readers understand the broader landscape of research in the field and how the current study contributes to it. Additionally, the methodology of this study lacked an explanation of the characteristics of respondents or users involved, leading to a deficiency in exploring the study results in the discussion section, particularly in relation to the characteristics of respondents at the Lima Peru tourism company. Describing the demographics, backgrounds, and characteristics of respondents offers insights into the representativeness of the study sample. Knowledge of respondent characteristics aids in interpreting study results within the specific context of the target population. Moreover, the discussions of this study do not yet provide theoretical and practical implications. By discussing theoretical implications, researchers demonstrate how their findings contribute to advancing theoretical frameworks in the field. Practical implications elucidate how the study findings can be applied in real-world settings. Based on the study results, this may include recommendations for practitioners, policymakers, or other stakeholders. Practical implications provide actionable insights that inform decision-making, strategy development, and intervention design in relevant domains. 5) The conclusions about the tool and its performance are not adequately supported by the findings presented in the article. The abstract, introduction, and results highlight the importance of VR advertising for sustainability and industrial infrastructure efficiency. However, the discussion and conclusion of this research fail to align with it. The provided conclusion primarily focuses on the effectiveness of VR in enhancing customer engagement, which was never mentioned before. Eventually, it does not address the research's contribution to inclusive and sustainable industrialization, infrastructure improvement, or industry resource efficiency. Is the rationale for developing the new software tool clearly explained? Partly Is the description of the software tool technically sound? Partly Are sufficient details of the code, methods and analysis (if applicable) provided to allow replication of the software development and its use by others? No Is sufficient information provided to allow interpretation of the expected output datasets and any results generated using the tool? Partly Are the conclusions about the tool and its performance adequately supported by the findings presented in the article? Partly References 1. Geng Y: Virtual Reality (VR) Advertising Communication Design Based on 3D Wireless Active Visual Sensing. Journal of Sensors . 2022; 2022 : 1-9 Publisher Full Text Competing Interests No competing interests were disclosed. Reviewer Expertise virtual tourism marketing and behavior I confirm that I have read this submission and believe that I have an appropriate level of expertise to confirm that it is of an acceptable scientific standard, however I have significant reservations, as outlined above. reply Respond to this report Responses (0) Samira Bafadhal A. Peer Review Report For: Transforming the Tourism Experience: Virtual Reality for Customer Loyalty in the Tourism Industry [version 3; peer review: 3 not approved] . F1000Research 2026, 13 :302 ( https://doi.org/10.5256/f1000research.160110.r282143) NOTE: it is important to ensure the information in square brackets after the title is included in this citation. The direct URL for this report is: https://f1000research.com/articles/13-302/v1#referee-response-282143 Alongside their report, reviewers assign a status to the article: Approved - the paper is scientifically sound in its current form and only minor, if any, improvements are suggested Approved with reservations - A number of small changes, sometimes more significant revisions are required to address specific details and improve the papers academic merit. Not approved - fundamental flaws in the paper seriously undermine the findings and conclusions Adjust parameters to alter display View on desktop for interactive features Includes Interactive Elements View on desktop for interactive features Competing Interests Policy Provide sufficient details of any financial or non-financial competing interests to enable users to assess whether your comments might lead a reasonable person to question your impartiality. 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