<p>This study explores the paradoxical effects of virtual reality (VR) tourism on visit intention among non-visitors. Using the Stimulus-Organism-Response framework, it examines how VR’s characteristics influence destination avoidance through psychological mechanisms like destination familiarity and sense of presence. A survey of 431 Gen Z urban Vietnamese respondents interested in New York, conducted after viewing a 360-degree VR video, reveals that VR-triggered familiarity significantly reduces visit intention. The validated serial mediation effect of VR through sense of presence and familiarity elucidates the specific cognitive and affective mechanisms that can deter potential visitors and drive destination avoidance. These findings offer insights into VR’s psychological mechanisms and suggest practical implications for designing VR experiences that balance familiarity with curiosity to maintain travel motivation. This study addresses a gap in prior research by highlighting VR tourism’s potential to negatively impact visit intention, providing a nuanced understanding of its effects on destination marketing.</p>