Reimagining Tourism: COVID-19 and the Potential of Virtual Tourism in South Africa

Abstract

The COVID-19 pandemic resulted in massive degrowth of tourism economies, undoing years of progress in destinations around the world. The initial inability of tourists to travel and subsequent fall out from border closures, vaccination hurdles, the changing needs of tourists to travel targeted the very core of tourism. Despite the tourism sector being renowned for its resilience in relation to previous crises, the prolonged and unprecedented nature of this crisis has tested the most resilient of sectors. As part of South Africa’s tourism sector recovery plan, the domestic tourism sub-sector of the industry has been prioritised. However, even before the pandemic induced crisis, the performance of the domestic tourism sector called for attention. Thus, although disruptive, this crisis provides an opportunity for innovation within the sector. While innovations of virtual tourism could be suitable, an investigation into the willingness of tourists to engage in virtual tourism needs to be undertaken. The current paper seeks to address this gap. A quantitative research design was employed, with a total of 110 online surveys being completed by domestic tourists in South Africa. Key finds reveal that virtual tourism could assist in the promotion of a destination, particularly in the decision making processes of potential tourists, which had been affected by the COVID-19 pandemic. The study found that virtual tourism could increase the exposure and accessibility of tourism attractions in South Africa. Moreover, the results of the study reveal that while virtual tourism could enhance the tourist experience at the destination, it cannot replace traditional tourism. Recommendations emanating from this study relate to the inclusion of virtual tourism components as add ons to tourism attractions.