Importance of Culture and Innovation in Behaviors Towards the Circular Economy in Spanish Hotels

As a result of social, technological and economic changes, there is a need to transform the currently dominant linear economic paradigm into one of circular economy. This transformation requires the implementation of effective green innovations that economically and environmentally encourage their main potential promoters: companies and managers. The objective of this research is to verify whether, as in other industries, green innovation has positive effects on the firms’ corporate performance in the accommodation industry, evaluating whether the organizational culture enhances the success of this type of innovation. Proposals developed have been contrasted with an empirical analysis on a sample of 202 tourist accommodation on the Spanish coast, especially hotels, using the Partial Least Squares (PLS-SEM) technique. The results obtained support the positive effect of green innovation on corporate performance, as well as the importance of the robustness of an organizational culture that supports the exploitation of this type of innovation in terms of results. The conclusions that are derived are especially relevant since they highlight the importance of a culture based on commitment and innovation that favors the implementation of the circular economy model in the tourism sector.