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 2024, 13 :302 ( https://doi.org/10.12688/f1000research.146072.1 ) 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 Transforming the tourism experience: Virtual Reality for customer loyalty in the tourism industry [version 1; peer review: 1 approved with reservations] Carlos Cayahuallpa https://orcid.org/0000-0001-5253-5638 1 , Alex Pacheco https://orcid.org/0000-0001-9721-0730 1 , Yrene Uribe-Hernandez 1 Carlos Cayahuallpa https://orcid.org/0000-0001-5253-5638 1 , Alex Pacheco https://orcid.org/0000-0001-9721-0730 1 , Yrene Uribe-Hernandez 1 PUBLISHED 19 Apr 2024 Author details Author details 1 Professional School of Systems Engineering, Faculty of Engineering, Universidad Nacional de Canete, Cañete, 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: © 2024 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 1; peer review: 1 approved with reservations] . F1000Research 2024, 13 :302 ( https://doi.org/10.12688/f1000research.146072.1 ) 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 )  There is a newer version of this article available. Suppress this message for one day. Introduction The adoption of emerging technologies in tourism not only places companies at the forefront of digital transformation, but also accelerates the move towards resilient and environmentally friendly infrastructure ( Castilla et al., 2023 ). Virtual reality is emerging as a technology that offers the opportunity to transform the tourism industry's communication to meet the needs of tourists ( Pestek & Sarvan, 2021 ). This technology not only enriches the traveller's experience, but also provides destinations and businesses with additional marketing tools, thus reshaping the consumer experience ( Calisto & Sarkar, 2024 ). The global business landscape reveals a widespread reluctance to adopt new technologies, largely due to the persistent fear of innovation caused by the economic inequality that still prevails in certain countries ( Ore et al., 2021 ; Bernad, 2020 ). This situation poses significant challenges for firms in the Lima Sur region of Peru, which are struggling to differentiate themselves in a competitive environment characterized by low adoption of technological innovation. Peruvian manufacturing firms that integrate innovation and R&D activities show superior performance, highlighting the importance of innovation both in products, services and marketing to expand market share, and in processes and organization to improve productivity ( Seclen-Luna et al., 2023 ). However, despite the obvious need for innovation, the scientific community lacks robust and up-to-date evidence on the effective implementation of virtual reality technologies in advertising and brand loyalty, especially in the tourism sector ( Zeng et al., 2023 ). The lack of comprehensive studies in this area leaves a critical knowledge gap, particularly in a sector that faces unique challenges related to atypical forms of employment, low wages, high turnover and other obstacles that could hinder the adoption of advanced technologies and the continuous improvement of service quality ( Castillo-Reina & Cruz, 2021 ). In addition, technical limitations, bandwidth constraints, and lack of accessories also affect the quality of the virtual reality experience, raising questions about the feasibility of its implementation in tourism. Additional concerns about whether virtual reality could replace the actual travel experience add a layer of complexity to this debate and raise questions about the potential negative impact on the tourism industry. The adoption of emerging technologies in tourism is at an early stage, largely due to the perception that these technologies, such as robotics, artificial intelligence and virtual reality, are costly and complicated to use. These challenges reflect an apparent innovation gap in tourism, where the full potential of emerging technologies has not yet been realized due to economic and practical constraints ( Alonso, 2019 ; Moscoso & Torre, 2020 ; Gössling et al., 2021 ). In this context, the need arises for companies in the tourism sector to actively seek to transform themselves through strategic planning and the adoption of emerging technologies. Therefore, the objective of this research is to propose Virtual Reality as an integral strategy for advertising and brand loyalty in tourism companies in the district of Lunahuaná, Cañete, Peru. The incorporation of this technology not only promotes the local tourism industry, but also stimulates innovative processes and contributes to the development of more robust and sustainable infrastructures. This not only enhances the tourism experience, but also ensures that tourism activities are carried out with respect for natural and cultural resources, preserving them for future generations. 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 ). Implementation 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 (virtual world) - A-Frame (360 view of images and videos) - Googlecharts (graphics) These libraries allow users to immerse themselves in the web application without having to download any external software. Adaptation for tourism agencies: the basic structure of the software was adapted to meet the specific needs of tourism promotion for travel agencies in the district of Lunahuaná, which has required a careful classification and organization of the services provided by the company. Operation Minimal system requirements: The virtual reality application, accessible online, is designed to run efficiently with basic system requirements. These are: • Server: o Must be compatible with and support PHP version 8.0. o 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: o An up-to-date web browser with JavaScript ES6 support is required. o Internet connection required to access online features. o 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. 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 ). 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. Use cases Preface: Data initialization The system data is loaded automatically following the installation steps detailed in the “Readme.md” file found in the repository ( Cayahuallpa-Paquirachi, 2023 ). Results were measured and analyzed using key performance indicators (KPIs) focused on brand loyalty, customer retention and customer satisfaction. Use case 1: Brand loyalty Figure 1 highlights that the adoption of the virtual reality application showed a significant 66.36% increase in brand loyalty after its implementation. This increase is based on the comparison of data obtained from June to October 2023, as presented in the “ind1.php” page. These results represent an increase in brand loyalty compared to the previous year, suggesting that the immersive experience provided by virtual reality not only captured consumers' attention, but also strengthened their connection to the brand. Figure 1. Brand Loyalty – ind1.php view. Input: • Enter the view “ind1.php”. • Search in the input of MONTH: “JUNE”. Output: List of coincidences: • ID: 1 • DAY: 1, MONTH: JUNE, TIME: 284 min • ID: 2 • DAY: 2, MONTH: JUNE, TIME: 358 min • … Use case 2: Customer retention Figure 2 shows that customer retention increased significantly after the implementation of virtual reality technology, with a 65.48% increase in retention after implementation. This increase is based on the comparison of data obtained from June to October 2023, as presented in the “ind2.php” page. This data is revealing, as it implies that the virtual reality application not only attracted customers, but also played a crucial role in the acquisition of their services, ensuring the survival and growth of the brand. Figure 2. Customer retention – ind2.php view. Input: • Enter the view “ind2.php”. • Search in the input of MONTH: “AUGUST”. Output: List of coincidences: • ID: 57 • DAY: 1, MONTH: AUGUST, AMOUNT: 27 • ID: 58 • DAY: 2, MONTH: AUGUST, AMOUNT: 79 • … Use case 3: Customer satisfaction Figure 3 looks at customer experience with the application, and the results of a survey of users of this technology show that 78.15% of respondents rated the implementation as “good”. This percentage not only reflects positive acceptance, but also suggests that the experience provided by the virtual reality application met or exceeded the expectations of most users. This level of satisfaction is indicative of a well-received product, which is likely to contribute to positive word-of-mouth recommendations among individuals, strengthening the brand's reputation and positioning in the industry. Figure 3. Customer satisfaction – ind3.php view. Input: • Enter the view “ind3.php”. Output: • Opinions reports These use cases demonstrate how the application builds brand loyalty and retention among users, in addition to being easy to use and meeting initial expectations. Discussion The first indicator obtained a 66.36% increase in brand loyalty, these results reflect how immersive experiences intensify consumers' emotional and cognitive connection with the brand. This result plays a crucial role in consumers' perception of and loyalty to a brand ( Meißner et al., 2020 ). It can also positively influence the consumer's relationship with the brand ( Zeng et al., 2023 ). In this context, it is evident that brand loyalty is intrinsically linked to the service provided to customers through its online channels ( Merdiaty & Aldrin, 2022 ). The second indicator shows a 65.48% improvement in customer retention, which indicates that the application not only attracts customers, but also keeps them engaged. This increase is attributed to the implementation of personalized engagement strategies, such as advanced loyalty programs and identification of customer preferences and behaviors, thus enabling more effective personalization of services and offers. This result suggests that virtual reality not only enhances the immediate experience, but also influences consumers' future intentions to share their positive experiences. This behavior of sharing positive experiences is considered a key indicator of customer retention ( Lee, 2022 ). Previous studies have indicated that virtual reality brings significant benefits to the industry from both economic and marketing perspectives. These benefits include the enhancement of the image of tourism destinations and an increase in attractiveness to potential visitors ( Ouerghemmi et al., 2023 ). Moreover, a comprehensive perspective is provided on how virtual reality is transforming the tourism industry, especially with regard to customer retention ( Abarca et al., 2022 ). The customer satisfaction rating of 78.15% represents a tangible improvement in the user experience. This high level of satisfaction was achieved through the implementation of two key initiatives. These include the optimization of user interfaces to provide more intuitive navigation, and the integration of immediate response systems to address inquiries and resolve issues efficiently. This result shows that the quality and type of experience provided by virtual reality is highly satisfactory for the users involved in such research ( Orús et al., 2021 ). Similarly, it highlights that a positive experience with virtual reality technology has broad and lasting effects on the relationship between the customer and the company ( Alcañiz et al., 2019 ). Furthermore, it is emphasized the importance of considering how the adoption of virtual reality transforms market dynamics and sets new standards in the customer's tourism experience ( Branca et al., 2023 ). The limitations of this study lie in its reliance on quantitative indicators, which do not fully capture the complexity of individual experiences. In addition, the results may have been influenced by cultural or demographic factors specific to the sample studied. In terms of future work, it would be beneficial to explore longitudinal studies that examine the persistence of virtual reality's impact on brand loyalty and customer retention over time. This could include analyzing changes in consumer perceptions as the novelty of virtual reality wears off. It would also be beneficial to incorporate qualitative approaches, such as interviews or ethnographic studies, to gain a better understanding of how consumers experience and make sense of immersive technologies. Conclusions Remarkably, the application captured users' interest and sustained their engagement. This data not only highlights the effectiveness of the application in driving loyalty, but also suggests its potential to reshape expectations and practices in long-term customer engagement. Customer engagement reveals how an immersive experience can revolutionize the connection between customer and brand. This finding suggests that these strategies go beyond simply capturing interest and set new standards in the customer-brand dynamic. This breakthrough is notable not only for its immediate impact, but also for opening the door to future research on how technological immersion can redefine business relationships and customer loyalty. The user satisfaction rate highlights the success of virtual reality innovations that not only improve the customer experience, but also redefine expectations in the tourism sector. These results demonstrate the effectiveness of immersive experiences and their ability to drive tourism in new and engaging ways. The application of virtual reality in tourism is characterized by its ability to transform and enrich the user experience, resulting in increased customer loyalty and retention. By providing an immersive and emotionally engaging experience, Virtual Reality is emerging as a key factor in differentiating destinations in a highly competitive market, with significant potential to enhance tourism promotion. The practical implications of virtual reality in the tourism sector are remarkable, as institutions can implement this technology to differentiate themselves in the marketplace, thereby increasing customer loyalty and retention through immersive experiences. While current research has observed significant improvements in brand loyalty and customer retention, there are opportunities for improvement, such as expanding the study demographic and personalizing content. This would maximize the potential of virtual reality in tourism and better tailor the user experience. 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 1 (Customer retention – Before and after implementing the application) - Figure 2 (Brand loyalty – Before and after implementing the application) - Figure 3 (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. Publisher Full Text Akhtar A, Bakhtawar B, Akhtar S: Extreme Programming VS SCRUM: A Comparasion of Agile Models. International Journal of Technology, Innovation and Management (IJTIM). 2022; 2 (2). Publisher Full Text Alcañiz M, Bigné E, Guixeres J: Virtual Reality in Marketing: A Framework, Review, and Research Agenda. Frontiers in Psychology. 2019; 10 : 1530. PubMed Abstract | Publisher Full Text | Free Full Text Alonso Almeida MDM: Robots, inteligencia artificial y realidad virtual: Una aproximación en el sector del turismo. 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Publisher Full Text Zeng M, Shen S, Gu J: How does the integration of cultural and tourism industries impact the value added to tourism value chain: Evidences from Jiangsu Province of China. PLoS One. 2023; 18 (6): e0287610. 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, Faculty of Engineering, Universidad Nacional de Canete, Cañete, 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 © 2024 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 1; peer review: 1 approved with reservations] . F1000Research 2024, 13 :302 ( https://doi.org/10.12688/f1000research.146072.1 ) 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 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 1; peer review: 1 approved with reservations] . F1000Research 2024, 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 1; peer review: 1 approved with reservations] . F1000Research 2024, 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 1; peer review: 1 approved with reservations] . F1000Research 2024, 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 1; peer review: 1 approved with reservations] . F1000Research 2024, 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 1; peer review: 1 approved with reservations] . F1000Research 2024, 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 1; peer review: 1 approved with reservations] . F1000Research 2024, 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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