Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
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Greek Consumers’ attitude and behavior intention and their WTP would differ from the magnitude of the 
relationship between U.S. consumers’ attitude and behavior intention and their WTP - was supported in this study, 
confirming that differences in culture and social structure determine consumers’ green orientation as well as their 
WTP. Overall, this study provides information regarding why hotel operators strongly engage in operational ERP to 
increase performance. Moreover, this study reveals that adaptation and implementation of ERP in the hotel industry 
can impose higher prices for products and services on customers.