Modelling the predictors of tourist destination image and mediating effect of innovation practices in the context of Malaysian food tourism

Food tourism represents a strategic sector within Malaysia’s tourism industry, offering significant opportunities to strengthen the country’s destination image and long-term competitiveness. This study examines the relationships between human capital (HC), perceived value (PV), innovation practices (IP), and tourist destination image (TDI) within the Malaysian food tourism context. Specifically, it investigates the mediating role of innovation practices in the relationships between human capital and tourist destination image, and between perceived value and tourist destination image. Using a structured questionnaire and convenience sampling, data were collected from 653 domestic and international tourists based on their food-related experiences in Malaysia. Structural equation modelling (SEM) was employed to validate both measurement and structural models. The findings confirmed twelve dimensions across four constructs: skills and cultural competence (HC); social value, emotional value, functional value, and monetary value (PV); product innovation, service innovation, process innovation, marketing innovation, and organisational innovation (IP); and intention to travel and revisit intention (TDI). Initially, five dimensions of IP were measured. After a thorough analysis in model specification, the analysis confirmed three dimensions for IP, namely service, process, and organizational innovation. The results reveal that perceived value significantly influences both innovation practices and tourist destination image, while innovation practices partially mediate the relationship between perceived value and tourist destination image. In contrast, human capital was found to have no significant effect on innovation practices and significant negative on tourist destination image, and innovation practices did not mediate the relationship between human capital and tourist destination image. These findings suggest that value-driven mechanisms play a more critical role than internal competencies in enhancing destination image through innovation. Theoretically, this study contributes by validating a multidimensional innovation framework and positioning innovation practices as a strategic mediating capability within the resource-based view perspective in Malaysia foo tourism context. Practically, the findings provide insights for policymakers and tourism stakeholders to prioritize value-driven innovation strategies in strengthening Malaysia’s food tourism competitiveness. Limitations and future research directions are also discussed.