Driving Tourists’ Destination Choice Intentions through Innovation and Destination Image: A Study from Vietnam

Purpose: Innovation is increasingly recognized as a key driver of competitiveness and sustainability in the tourism industry. This study investigates the influence of innovation on tourists’ intention to choose accommodation destinations, focusing on the mediating roles of innovative behavior and destination image. Design/methodology/approach: A mixed-methods approach was adopted, with quantitative data collected from 400 tourists in Binh Thuan province and analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM). Findings: The findings reveal that product, process, and organizational innovation significantly enhance tourists’ choice intentions through improved destination image and customer-oriented experiences. However, the effect of innovative behavior on broader innovation outcomes was statistically insignificant, indicating potential barriers in translating individual creativity into systemic transformation. Research limitations/implications: The study contributes to the literature by integrating the theory of planned behavior, the theory of reasoned action, and diffusion of innovations into a comprehensive tourism innovation framework. Practical implications are offered for tourism managers to develop targeted strategies in staff training, technology adoption, and process innovation to enhance destination appeal and support sustainable growth. Originality/value: These results provide valuable insights for emerging economies aiming to leverage innovation for destination branding and competitiveness.