There has been a significant increase in tourist interest in environmental conservation recently, leading to a growing focus on environmentally friendly or "green" hotels. This study seeks to gain initial insights into tourists' attitudes, cognitive trust, and intention to book green hotels in Can Tho City, Vietnam. A total of 300 tourists, including both domestic and international tourists, participated in structured questionnaire-based surveys. The research applied a range of analytical methods, such as Cronbach's Alpha, convergence tests, and descriptive statistics to achieve the targeted objective. The findings indicate that tourists hold notably positive attitudes towards green hotels, with an average attitude scale value of 3.77, reaching a statistically significant level of agreement. This suggests a strong inclination among tourists to engage in environmental responsible behavior while traveling and a positive attitude towards green hotels. However, the study also identifies a lack of consensus on green standards and varying levels of implementation among hotels, which has led to reduced cognitive trust in environmental protection among hotels in Can Tho City. Moreover, the results demonstrate a positive intention among both domestic and international tourists to book green hotels. Building on these findings, the study proposes implications to enhance tourists' positive attitudes and trust towards green hotels, aiming to increase the likelihood of them choosing green hotels in the future.