Abstract
Coaching has been recognized as a valuable developmental approach in the field of leadership development, able to support aspiring leaders to attain their personal and professional goals, as well as support their teams in a rapidly changing, increasingly uncertain, and complex business environment. Coaching programs have the potential to support the creation of culture norms that can better support optimal working attitudes and behaviors, contributing to improved performance through evolved leadership capacity. However, the use of leadership coaching in the experience economy, and specifically the tourism and hospitality industries, is mostly unreported. In a case study of coaching tourism and hospitality managers and educators in Vietnam, the intentional change theory was used to support the development of coaching behaviors. The program learning evidence from a six-week long coaching program showed that those participants who aspire to become effective leaders can engage in coaching behaviors through leadership identity, engagement in intentional leadership development, and through more mindful and collaborative actions. This chapter presents a starting point for other “leader as coach” programs, advancing the field of evidence-based tourism and hospitality leadership development. Theoretical and practical implications are also discussed.