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Os efeitos da certificação de sustentabilidade dos hotéis na performance das empresas hoteleiras
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O presente estudo tem como objetivo analisar se as empresas do setor hoteleiro detentoras de hotéis com certificação de sustentabilidade apresentam melhor performance financeira do que as empresas do setor hoteleiro com hotéis sem este reconhecimento. Este trabalho centrou-se em hotéis de Portugal, tendo sido obtida uma amostra de 937 observações recolhidas do Booking.com, TripAdvisor e base de dados SABI. Tendo por base a metodologia de regressão linear pelo método dos mínimos quadrados (OLS) obtiveram-se resultados que revelam que os hotéis com certificação de sustentabilidade apresentam, em média, uma performance financeira inferior à dos hotéis não certificados. Este resultado sugere que, embora a certificação contribua para uma melhor imagem corporativa e para uma perceção positiva por parte dos consumidores, os custos iniciais de implementação e de manutenção das práticas sustentáveis podem comprometer a rentabilidade no curto prazo. No entanto, a literatura indica que os benefícios económicos e competitivos dessas práticas tendem a emergir no médio e no longo prazo, especialmente por meio da fidelização de clientes e da valorização da marca. Deste modo, a certificação de sustentabilidade deve ser considerada um investimento estratégico e não apenas financeiro, com potencial para gerar retornos financeiros e sustentáveis a longo prazo.
The present study aims to analyse whether companies in the hotel sector with sustainability certification demonstrate better financial performance as a result of this recognition. The focus was on hotels in Portugal, with a sample of 937 observations collected from Booking.com, TripAdvisor, and the SABI database. The methodology employed was linear regression using the Ordinary Least Squares (OLS) method. The results reveal that hotels with sustainability certification, on average, show lower financial performance than non-certified hotels. This finding suggests that, although certification contributes to a better corporate image and more positive consumer perception, the initial costs of implementing and maintaining sustainable practices can undermine profitability in the short term. However, the literature suggests that the economic and competitive benefits of these practices tend to emerge in the medium to long term, particularly through enhanced customer loyalty and brand value. Sustainability certification should, therefore, be seen as a strategic investment rather than merely a financial one, with the potential to generate sustainable returns over the long term.
The present study aims to analyse whether companies in the hotel sector with sustainability certification demonstrate better financial performance as a result of this recognition. The focus was on hotels in Portugal, with a sample of 937 observations collected from Booking.com, TripAdvisor, and the SABI database. The methodology employed was linear regression using the Ordinary Least Squares (OLS) method. The results reveal that hotels with sustainability certification, on average, show lower financial performance than non-certified hotels. This finding suggests that, although certification contributes to a better corporate image and more positive consumer perception, the initial costs of implementing and maintaining sustainable practices can undermine profitability in the short term. However, the literature suggests that the economic and competitive benefits of these practices tend to emerge in the medium to long term, particularly through enhanced customer loyalty and brand value. Sustainability certification should, therefore, be seen as a strategic investment rather than merely a financial one, with the potential to generate sustainable returns over the long term.
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Certificação de sustentabilidade Performance Hotel Booking TripAdviso