Abstract
Increasing implementation of automation has brought global concerns over the future of jobs in various sectors. To ensure that the transition to automation in travel and tourism will be made in a responsible and accountable manner, this study conceptualizes how automation, found to be driven largely by labor shortage, can be used to promote decent work. Utilizing Grounded Theory to analyze data from in-depth interviews and focus group discussions with industry practitioners, this study provides rich descriptions of the transformation brought by automation to companies, employees, and wider society and develops a theoretical model to explain ‘Decent Work through Automation’ (DW–A). In doing so, this study opens a pathway for further research on technology and decent work in tourism, including second- and third-order impacts of emerging technology. The paper offers practitioners and policymakers guidelines for responsible adoption of automation.