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The objective of this study was to explore the impact of adopting eco-innovation on the performance of companies in the hotel sector in Brazil, since a large part of the growth in this sector is evidenced by concern for the environment, which is also reflected in the increase in demand for this leisure service and contact with nature. To carry out this study, quantitative research was carried out through the application of a questionnaire, which was sent to the managers of hotels and inns and analyzed through hypothesis tests with structural equation modeling of partial least squares (PLS-SEM). The results show that environmental pressure is positively related to the adoption of environmental practices, and this adoption is positively related to operational improvements and the competitiveness of companies in the hotel sector. Furthermore, the adoption of environmental practices is indirectly positively related to competitiveness, mediated by an operational improvement. Finally, the adoption of environmental practices, although positively related to performance mediated by competitiveness, was not statistically significant, and therefore, it cannot be said that this adoption would generate better performance in companies in the hotel sector in Brazil. Thus, in a broader context, the objective of this study was to provide useful empirical evidence and bring elements, perceptions, and support to the discussion of the theme that the adoption of eco-innovation positively impacts companies in the hotel sector.
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