Small Transport; Low Wing; 2 Turbojet Eng
Air Traffic Control Fully Certified
Air Traffic Control Radar 3
Communication Breakdown
ATC Issue All Types; Airspace Violation All Types; Deviation - Track / Heading All Types; Deviation / Discrepancy - Procedural Clearance; Inflight Event / Encounter CFTT / CFIT
Air Traffic Control Issued Advisory / Alert; Flight Crew Returned To Clearance
Human Factors
Aircraft X was level at [FL]040 direct ZZZZZ; as coordinated by Center. I gave the pilot a 350 heading to fly for a left downwind Runway XX. The pilot read back the correct heading and then turned to a 035 heading. I immediately noticed the pilot turning to an incorrect heading and corrected his heading to turn further west as to avoid the 050 MVA to his east. The pilot did not respond to the first or second time that I tried to correct his heading. On the third attempt to correct his heading; the pilot admitted that he was on a 035 heading and I continued to turn him further west to avoid the 050 MVA. He started his turn right after he had entered the 050 MVA and exited shortly after. The pilot was deviated after he landed. I recommend pilots fly the heading that they read back.
Approach Controller reported aircraft read back clearance correctly; yet turned to wrong heading resulting in entering a higher MVA.