Abstract

Digital transformation, artificial intelligence, and the knowledge economy are profoundly changing how tourism services are organized and delivered, making green and smart destination development increasingly important for coastal tourism regions. With its marine resources, sand-dune landscapes, Cham cultural heritage, and status as a national tourism area, Mui Ne possesses considerable potential to adopt this development model. This study proposes the Mui Ne Green–Smart Destination model, in which innovation, digital transformation, and destination governance serve as input drivers; green and smart destination capabilities act as mediators; and sustainable tourism performance constitutes the outcome. Based on a theoretical review and an analysis of local conditions, the study develops a conceptual model and a set of hypotheses for subsequent empirical testing. The expected findings will provide a scientific basis for improving destination governance, accelerating digital transformation, innovating tourism products, developing human resources, and strengthening Mui Ne’s sustainable competitiveness.

Keywords: Destination governance, digital transformation, green tourism, innovation, Mui Ne, smart tourism, sustainable development.