Accommodation in Sustainable Hotels: Application of the Theory of Planned Behavior by Structural Equation Modeling

This research aims to analyze the determinants of the Theory of Planned Behavior (TPB) to explain the intention of the behavior of accommodation in sustainable hotels. The research had characteristics of exploratory, quantitative, and inferential research, through the application of a survey, using the instrument of Han et al. (2010), reaching a total sample of 383 responses of Brazilian tourists. Data analysis was performed using the Structural Equation Modeling (SEM) technique estimated by Partial Least Squares (PLS). The results validated the perspectives of the TPB, with statistical significance for the relationships between the variables of attitude, subjective norm and perceived behavioral control in relation to the intention to stay in sustainable hotels. Attitudinal beliefs had the greatest influence of the intention to stay in sustainable hotels. These results have theoretical and practical implications, from the validation of the TPB literature to the intention of behavior of consumption of sustainable services, and the indication of the main determinant of the intention of hosting, which can result in more accurate marketing strategies and better economic and social results.