Innovation in Services and Environmental Practices: An Analysis of Sustainable Competitive Advantage in the Hospitality Sector in Brazil

The hospitality sector plays a crucial role in the tourism industry, undergoing a transformation driven by the intersection of service innovation and environmental practices. Competitiveness in this sector requires adaptation to market demands, with a focus on service innovation and environmental sustainability. This research aims to analyze the relationship between service innovation, environmental practices, and sustainable competitive advantage in Brazilian hospitality establishments. A quantitative and descriptive approach was applied to 300 individuals who stayed in Brazil. Data collection was conducted through an online questionnaire, utilizing the Snowball Sampling technique. The data collection was between 15 February and 20 June 2024. Data analysis was performed using Structural Equation Modeling, which enabled the examination of multiple variables and the verification of hypothetical relationships. The research results validated the hypotheses tested, demonstrating that service innovation and environmental practices have a positive influence on sustainable competitive advantage in hospitality establishments. An important finding in the research refers to the correlation between these constructs, which highlights the importance of integrated strategies that consider innovation and environmental sustainability as key elements for organizational success in the hospitality sector. With its theoretical contribution, this research developed a framework for analyzing the relationships between the constructs.