The tourism industry has undergone significant transformations following the COVID-19 pandemic, particularly through the adoption of digital technologies such as virtual tours. This study investigates the motivational factors influencing individuals’ intention to adopt virtual tours, using Protection Motivation Theory (PMT) as the theoretical framework. It identifies two key components: threat appraisal (perceived travel and health risks) and coping appraisal (enjoyment, perceived cost-effectiveness, and sustainability motivation). Data was collected through a designed questionnaire and analyzed by applying Partial Least Squares Structural Equation Modeling, with 122 respondents. The findings indicate that threat and coping appraisals have a significant influence on the intention to adopt virtual tours. The research provides insight into the evolving behavior of tourism consumers in a post-pandemic context. It highlights the potential of virtual tourism as a sustainable and attractive alternative to physical travel.