Abstract— This research aims to explore the potential of selfservice technologies (SSTs) within football stadiums, focusing on Stadion Feijenoord ”De Kuip”. The potential benefits of these SSTs includes reducing waiting times, lowering costs, and enhancing the supporters experience. The approach begins with a review of existing literature on SSTs in the hospitality industry. Following this review, the study will employ stated choice experiments, alongside data analysis and observations, to explore the potential benefits and impacts of these SSTs. This research provides insights about operating efficiency and effectiveness of SST and traditional counters in football
stadiums. Besides, the importance of human interaction at these different types of counters is assessed. Keywords - Selfservice technologies, stadiums, human interaction, supporters experience, services times, productivity