Turismo sostenible en empresas turísticas vacacionales. Motivaciones y limitaciones en la implantación de medidas sostenibles en Cataluña

The implementation of sustainable measures in vacational tourism areas has become something of a necessity to ensure their subsistence, but tourism companies seem to have certain difficulties in incor‑ porating them into their organizations. The objective of this article is to analyse what are the motivations and limitations for a tourism company when deciding to implement sustainable measures. For this, the tools proposed by two theories on individual behaviour and values have been used, the Decomposed Theory of Planned Behavior and the Refinement of the Theory of Basic Individual Values, to analyse three tourist brands within the general Catalonia brand platform. The article provides an understanding of the behav‑ iour, beliefs and values of companies and their managers when adopting sustainability measures and detects the motivations and limitations that influence their involvement in the objectives of the destination