How Effective are Virtual Reality Experiences as Destination Marketing Tools?

How did you decide where to go on your last holiday? Did you see a picture-perfect paradise promoted on your social media feed? Once upon a time, planning your perfect holiday was organized with a trip to the local travel agency. In recent years you are more likely to pick your destination based on the most attractive advertisements at the top of an online travel agency website. Dr. Mathilda van Niekerk, Dr. Marissa Orlowski and Dr. Fevzi Okumus from Rosen College of Hospitality Management, along with Alessandra Marasco and Dr. Piera Buonincontri from the National Research Council's Institute for research on Innovation and Services for Development (CNR-IRISS) have been researching an even more immersive and compelling destination marketing tool though; can virtual reality experiences persuade us to visit a destination?