<p>This study analyzes the contradictory results of virtual reality (VR) on visit intentions of potential tourists by integrating Attachment Theory and Compensatory Consumption Theory. This study discovers that the complementary effect in attachment theory occurs when high presence cultivates a strong psychological attachment to visit the destination, whereas the substitution effect in compensatory consumption theory is applicable when low presence doesn’t meet the anticipated expectations of potential tourists. Based on this integrated framework, we posit a U-shaped relationship between VR and visit intentions, with increased intentions observed at significantly low or high levels of presence. Additionally, we evaluate how psychological distance affects the relationship between VR and visit intentions, with the moderating effect of psychological distance expected to amplify the substitution or complementary effect of presence on visit intentions. Our study offers significant insights for the tourism industry, creating a better comprehension of the nonlinear relationship between VR and visit intentions, and providing guidance for practitioners to optimize the application of VR in tourism.</p>