ADOPTING LEED CERTIFICATION IN LODGING FACILITIES: GREENING THE HOSPITALITY INDUSTRY

The research intended to analyze the adoption process of the green certification "Leadership in Energy and Environmental Design" (LEED) from the hotel sector establishments that has already adopted it. For its concretization it was proceeded a bibliographical research, secondary fact-gathering in journals, institutional sites and documentaries, and primary fact-gathering by means of semi structured interviews carried out with responsible people of the certified hotels and of the responsible entity of the certification in Brazil (Green Building Council Brazil). There were 21 interviewee, being 02 of the GBC Brazil and 19 of means of lodging (31% of the certified). For data analysis, it was utilized content analysis technique with the aid of ATLAS.ti software. The results permitted to identify the chronology of the processes of certification and the profile of the hotel categories that adopt the LEED program. Beyond that, the interviews enabled the discussion of the initial motivations for seeking the certification, as well the advantages and the obstacles perceived regarding its adoption.