Purpose Virtual tourism has become popular in recent years. However, there is still a research gap on virtual tourist motivation. This study aims to identify virtual tourist motivation and explore the relationship between virtual tourism and on-site tourism. Design/methodology/approach This research identifies virtual tourist motivation based on Means-end chain (MEC) theory. Laddering interviews with 32 respondents were conducted to construct a hierarchical value map. Additionally, a motivation analysis of virtual tourism and on-site tourism was developed based on a review of the relevant literature. Findings This exploratory study revealed 12 attributes, 9 results and 4 values that virtual tourists wish to achieve and identified 5 means-end chains where self-satisfaction is the most important value-led motivation. Compared with on-site tourism motivations, virtual tourism shows possibilities of replacing, complementing and extending on-site tourism under certain circumstances. However, it significantly depends on whether tourists are attracted by the technical characteristics, security and experience conditions of virtual tourism. Originality/value This study contributes to understanding virtual tourist motivation and offers motivation-based insights into the relationship between virtual and on-site tourism. Managerial implications on how to attract potential online tourists are also provided.