Purpose <p>This study examines the impact of internal capacity factors—innovation strategy, financial resources, and technological capabilities—on green business innovation in tourism enterprises. It further explores the mediating role of green business innovation and the moderating effects of innovation strategy and social innovation on the links between internal capacities, social innovation, and environmental innovation.</p> Design/methodology/approach <p>A survey of 338 managers from tourism enterprises in Hanoi and Ho Chi Minh City, Vietnam, was conducted. Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS was applied to test the proposed hypotheses, and reliability and validity were ensured through standard assessments.</p> Findings <p>The results reveal that internal capacity factors significantly and positively influence green business innovation. In turn, green business innovation promotes both social and environmental innovation. The study confirms its mediating role between internal capacities and innovation outcomes, and identifies moderating effects of innovation strategy and social innovation in these relationships.</p> Research limitations/implications <p>Findings are context-specific to Vietnam and may not generalize across cultures. Future research should examine cross-cultural settings and additional explanatory variables to enrich the model.</p> Originality/value <p>This study clarifies how internal capacities drive green business innovation, which subsequently fosters social and environmental innovation. The proposed framework deepens theoretical understanding of sustainable innovation mechanisms and offers practical guidance for enhancing green innovation behavior in tourism enterprises.</p>