The purpose of this thesis is to explore how the 3D winery tour experience influences tourist decisions. The research was conducted on the product of 3D tours developed by Second Winery. It focuses on studying how the 3D winery tour experience influences the consumers' intentions to visit the winery personally and buy the wines after a 3D tour. Utilizing the Technology Acceptance Model and the Theory of Planned Behavior, the research investigates 3D tours' influence on consumer behaviour for generalized groups: wine lovers and wine professionals in comparison with the sample that had a "conventional" experience of learning about the winery and the wines. The factors of perceived enjoyment, ease of use, immersiveness, and willingness to recommend 3D tours were analyzed to reveal their impact on the desired behaviour. The study involves a qualitative approach with a limited sample size, providing valuable insights into the product of 3D tours, but also highlighting the need for broader quantitative analysis. SPSS software was used to analyze variables, while semantic analysis was done utilizing ATLAS.ti Web solution to systematize comments received via an open-ended question and interviews. Findings indicate that both study groups show increased intentions to visit and purchase after the 3D tour experience, although the intention was not significantly higher compared to the one influenced by traditional marketing methods. The research also confirmed that perceived enjoyment and immersiveness of virtual tours significantly boost visit intentions. The research underscores the potential of 3D virtual tours as a marketing tool in the wine tourism industry. Further refinement and targeted strategies to maximize the impact done by this technology are needed. Future research should expand the sample size and explore additional factors influencing consumer behaviour to enhance the generalizability and robustness of the findings.