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Drawing upon flow theory, the research investigates how interactivity, perceived vividness, and telepresence influence flow experience and subsequently affect hedonic motivation and perceived visual appeal in VR tourism contexts. Using partial least squares structural equation modeling (PLS-SEM) analysis of data collected from 255 VR tourism users across major Chinese metropolitan centers, the study reveals that perceived vividness and telepresence significantly impact flow experience, while interactivity shows no significant effect. Flow experience demonstrates significant positive relationships with hedonic motivation and perceived visual appeal. Furthermore, hedonic motivation and perceived visual appeal significantly positively affect visit destination intention. The findings advance the theoretical understanding of VR tourism by illuminating the psychological pathways through which technological characteristics influence behavioral intentions. 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