Emotionalize me: VR in Tourism MarketingEmotions play an important role in consumer behavior. Tourism marketers are convinced that a virtual try-before-you-buy experience with a HMD has the potential to positively influence prospective travelers. Therefore, this research investigates the impact of VR in tourism marketing on positive emotions and decision-making. Subjective and physiological measurements are combined to analyze emotional responses elicited by a HMD or a desktop PC. Even though results show that the emotional world of consumers is quite complex, investments in VR for tourism marketing purposes is suggested. Study participants believe that VR is the future of tourism marketing!