How the creative mindset affects entrepreneurial success in the tourism sector: the mediating role of innovation capability

Purpose This study aims to adopt implicit theory (IPT) to develop a creative mindset model and drive entrepreneurial success through innovation capability (IC). Design/methodology/approach Expert interviews were conducted using a questionnaire protocol. This study investigated the effect of the creative mindset on entrepreneurial success through IC, using a partial least squares analytical technique and by interviewing 176 Thai business owners. Findings The creative mindset drove entrepreneurial success through IC. Entrepreneurs possessing a growth mindset reflected and drove success directly or through IC. Although, those with a strong, fixed mindset did not significantly affect entrepreneurial success, they could drive success through IC. Research limitations/implications This study provides further insight into the probable causation of how the creative mindset and IC affect tourism entrepreneurs’ success. Accordingly, this study contributes a framework to help entrepreneurs’ creativity and performance in achieving their business goals. Originality/value Drawing from IPT, this study empirically tests and substantiates the mediating role of IC in the relationship between the creative mindset and entrepreneurial success in the tourism industry. This study can help entrepreneurs increase their managerial effectiveness.