Technology advancement induces information technology infusion in business processes and service encounter. The airline industry employs web-based self-service technology (SST), namely, airline online check-in system, to provide more choice, control, and convenience to passengers. Customer adoption intention of web-based SST is particularly momentous, since customer adoption highly drives the service development. Technology acceptance model (TAM), a robust framework measuring factors affecting technology acceptance intention, has been broadly examined in numerous settings. However, inconsistent results are noted in Western and non-Western countries, and the model is challenged from limited cultural orientation. In response to this criticism, this research aims to identify culturally unique dimensions for TAM and construct a framework for hospitality web-based SST adoption from Westerns’ and Asians’ perspectives. Etic–emic approach, incorporating literature search and focus group interviews with Asian respondents, was employed to provide a thoughtful review of examined factors and generate new factors from an Asian perspective.