This study explores the creation of customer value in self-service technologies (SSTs) within the tourism industry. The paper validates the process of customer value creation through SSTs and examines its application within the tourism industry via a confirmatory factor analysis. The study identifies five statistically significant factors related to customers' motivations to use SSTs and their interactions with the technology, including location and capacity planning, service quality, SST design, and SST encounter. The authors argue that understanding the adoption of SSTs and the creation of customer value is essential for managers in the tourism industry. Such knowledge can lead to more effective use of SSTs, resulting in increased efficiency, enhanced service quality, and attraction of new customers. The findings are based on an online survey of 234 respondents from the United States and South Korea. The results show that SSTs can provide benefits to both firms and customers in the tourism industry, ultimately leading to long-term success for the firms. However, the study also has some limitations, including a small sample size and limited demographic diversity. Future studies should expand the sample size and consider diversifying the sampling population to enhance the validity of the findings