Smart travel cards are a new technological product, derived from the smart travel model. In the new technology era, this product is receiving more and more attention from customers. The study’s objective was to determine the factors influencing customers’ intention to buy smart travel cards, specifically the products of Crystal Holidays Holdings. This study proposed a new research model based on the Theory of Reason Action (TRA), the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM) and the Theory of Perceived Risk (TPR). Primary data were collected through a direct survey of 210 customers of the company using a convenience sampling method. The data were then processed by SPSS 25. The research results show the impact of five factors: (1) Perceived usefulness (2) Perceived ease of use, (3) Perceived risk, (4) Reference group, (5) Price expectation. Factors related to price and references had the most substantial impact, followed by ease of use, usefulness and possibility of risk. These findings have identified the influencing factors as well as the level of impact of each factor on the intention to buy smart travel cards of Crystal Holidays Holdings in order to suggest how the company can reach customers and promote sales.