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The article aims to analyze the adoption of sustainable innovations by companies of the hotel in Fortaleza. The methodology was of qualitative descriptive character. Primary data collection was conducted with semistructured interviews with managers of five upscale and midscale hotels linked to the Brazilian Association (ABIH/ EC) of Ceara Hotels Industry. In data analysis, it was observed that the adoption of sustainable innovations by the analyzed companies implies the establishment of corporate changes and the adoption of transparent management practices that enhance the social and environmental dimensions, with potential to contribute to quality of life, social welfare, economic balance and respect for the environment in the communities and localities under the sphere of influence of these companies. It can be concluded that such change of perspective has a positive impact on organizational image and on the quality of services they provide, what ensures competitive advantages and prospects for financial return for the companies surveyed.

Práticas de inovações sustentáveis: Estudo qualitativo no setor hoteleiro em Fortaleza/CE