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This research aimed to explore factors affecting to service innovation and how well the influence of innovative practices on the way guests perceiving value and their intention to return the hotels.Quantitative research approach was applied with convenient sampling technique and a completed set of well-structured questionnaires was delivered directly to 300 respondents who were foreign tourists staying at three to five-star hotels in Ho Chi Minh City, Vietnam.This study found that marketing-focused innovation, process innovation, price innovation, hotel types, customization of service, and use information technology were positively correlated with guest's return intention.In addition, the empirical results showed that factors of pricing innovation, process innovation and hotel types provided both indirect and indirect effects towards the return intention.
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