Key points are not available for this paper at this time.
This study explores the impact of innovation on tourists' destination choices in Binh Thuan province, Vietnam.Despite underutilized potential for tourism, Binh Thuan faces challenges attracting visitors.Through a mixed methods approach combining expert interviews and surveys, the influence of product, process, organizational and other innovations on tourists' intentions is analyzed.Structural equation modeling determines relationships between innovation activities, perceived destination image, and intentions to choose Binh Thuan.Results indicate significant positive effects of innovation initiatives, creative environments, staff training and tourist orientation on destination choice mediated by destination image and innovation behavior.Practical and policy implications are discussed, emphasizing innovation's crucial role in positioning Binh Thuan as a leading Vietnamese tourism locale by 2025.
Hoang et al. (Wed,) studied this question.