The hospitality industry is undergoing significant digitalization and transformation. Despite profound changes in consumer behaviors, research seeking to understand their intention to accept new technologies has remained scant, especially in the context of developing markets. This study conducted a survey with 401 travelers in Vietnam to determine the factors that contribute to the intention to book automated services in hotels. We employ the theory of planned behavior (TPB) to develop the relationship among the proposed constructs. The findings show that the intention to use automated services drives the intention to book an automated services hotel, and that attitude, subjective norms, and perceived usefulness influence the intention to use automated services. Additionally, the study reveals that perceived risk does not significantly influence the travelers’ intention to use automated services. The study addresses theoretical and managerial implications as well as asserts limitations for future directions. It is believed that the findings will assist hotel managers to sharpen their marketing strategies to keep up with digital transformation in industrial revolution 4.0.

DOI: https://doi.org/10.21863/ijhts/2024.17.4.009