The study uses Stimulus-Organism-Response Model (SOR) and PLS-SEM methods to analyze the impact of Virtual Reality (VR) on visit intention of people in Cantho city. There are 127 respondents who participated in the research after experiencing a 360-degree video of Son Doong cave, Quang Binh province. The results show that affective response influences tourists’ visit intention positively and directly. The results also indicate the mediating role of affective response between authentic experience and visit intention. However, there is no significant impact of cognitive response on visit intention nor the mediating role of cognitive response between authentic experience and visit intention. This study also provides the implications of VR content and visuals based on the findings. VR content and visuals should be authentic, unique, and attractive to create affective response and increase tourists’ visit intention.