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- Step into tourism virtual reality and explore the worldPublication . Cruz, Rodrigo Macedo de Faria Rodrigues; Rodrigues, HelenaThe tourism sector has been evolving and growing, facing several changes, transformations and innovations following the current technological revolution. This revolution has been taking place at an exponential level, making it crucial for companies to urgently and immediately adapt to the new needs of consumers. Following this increasing tendency, one of the technologies with the highest projected potential for growth and most advanced is Virtual Reality. The purpose of the present study is to further understand how Virtual Reality can be incorporated as a marketing tool in the strategic plan of tourism companies, answering the research question “To what extent does Virtual Reality, used as a marketing tool, enhance the desire of traveling?”. In order to assess the aforementioned, this dissertation addressed the predisposition of 20 prospective tourists towards the tool in question and how it would ultimately influence their choices. Once established whether or not it would be relevant to take advantage of this innovation, the perception and approach of 6 tourism professionals and experts about this new method were also explored and analyzed through semi-structured interviews. This analysis was carried out through semi-structured interviews that were then analyzed by Leximancer software which, in turn, identified 4 main themes: "Virtual Reality", "Destinations", "Travel" and "Games" - representing the most mentioned topics. After an extensive and precise analysis of the information previously gathered, the results show that both tourists and tourism professionals were receptive to the incorporation of this technology as a tool to promote tourist destinations.