Virtual Reality as Tool for Resilient Tourism Companies

Abstract

The present document has the objective to identify whether virtual reality can become a disruptive technology for the promotion of small touristic companies in times of pandemic or financial crisis by implementing the concept of organizational resilience in order to explain the success or failure of touristic Small and Medium Enterprises (SME’s) in La Fortuna, located around and within Arenal Volcano National park in the northern region of Costa Rica by exploring the application of virtual reality as disruptive tool for activities that promote SME’s in times of crisis, as the one we are experiencing due to the pandemic. We are taking into consideration literature related to the term resilience and compile information from local tour operators in order to demonstrate the crisis, the promotion means used, and the option to implement virtual reality in such promotion. Results show that the closure of borders directly affect this area since foreign visitors represent 95% of tourists, so meeting the 80 activities being offered, as well as the specialized culinary services, and the variety of hotels from big and small businesspeople, is affected. Confinement represents a barrier for the national tourist, but it becomes an opportunity for a personalized promotion. Going from the use of social networks, e-commerce, emails, the dependence on big companies operating online, to providing immersive and telepresence experiences, consolidates their brands from a closer relationship to the customer, impacts on emotional aspects, and leans the balance for future visitation intentions.