Green innovation is an increasingly important development direction for countries in the context of current climate change. Enterprises in general, and tourism enterprises in particular, are at the center of green innovation because they have a major impact on the environment. This paper focuses on studying the factors affecting the green innovation adoption in tourism enterprises in Thanh Hoa province through the results of Partial least squares structural equation modeling (PLS-SEM) analysis, with a sample survey of 376 businesses. The research results show that all six factors included in the model have a positive impact on green innovation adoption of tourism businesses. In which, organizational support is the strongest influencing factor, followed by human resources, regulatory pressure, relation of external partnerships and collaborations, government support, and finally technology. The results of the study have important implications for managers of tourism enterprises as well as policymakers in developing better solutions and policies to promote green innovation in tourism businesses in Thanh Hoa province in the future.