In the modern conditions of the tourist services market, the development and implementation of innovations in the activities of tourist enterprises has become absolutely necessary. However, while research on the innovativeness of services is becoming more relevant and broad, a sufficient understanding of its driving forces and results, including its links with various aspects of consumer behavior, has not yet been formed. The purpose of this study was to develop and test a model that explores the impact of the innovativeness of tourist enterprises' services on such constructs of consumer behavior as joint value creation, behavioral loyalty, satisfaction and consumer advocacy. On the basis of a deep study of the literature, research hypotheses were put forward. In accordance with the hypotheses, a conceptual model was developed that summarizes the proposed relationships. To empirically test the hypotheses, a survey of clients of tourist enterprises was conducted. To process the data, a confirmatory factor analysis (CFA) and a two-stage method of structural equations (SEM) were used. The results of the analysis showed that the innovation of services is a key factor for the joint creation of value, customer satisfaction, advocacy and behavioral loyalty of customers. Using a competitive non-mediated model, the role of joint value creation as a partial mediator between the innovativeness of services and other constructs was revealed. All the hypotheses put forward have been confirmed. The results of the study can be useful in the formation of tactics and strategies of tourist enterprises.