SUSTAINABILITY AS A COMPETITIVE ADVANTAGE: A CASE STUDY OF THE CANA BRAVA RESORT IN ILHÉUS – BAHIA

Abstract

This study, titled "Sustainability as a Competitive Advantage: A Case Study of the Cana Brava Resort in Ilhéus, Bahia," aims to analyze how sustainable practices can strengthen competitiveness in the hotel sector. Considering that tourism contributes to economic growth but also generates significant environmental impacts, the adoption of sustainable strategies has become fundamental to meeting the expectations of more conscious consumers and ensuring the socio-environmental responsibility of businesses. The qualitative and exploratory research uses a case study, questionnaires, document analysis, and indirect observation to understand how Cana Brava incorporates sustainability into its management and communication. The collected results indicate that actions such as efficient resource use, waste management, environmental education, and the promotion of local culture can add value to the brand, increase guest loyalty, and reinforce the resort's competitive positioning. The study offers practical support for managers seeking to integrate sustainability and profitability, contributing to more responsible models of tourism development.