Purpose: The purpose of this paper is to investigate the drivers of customer value, and their respective relationships with customer satisfaction and behavioral intentions, between two culturally distinct groups of adventure tourists. Design/methodology/approach: The study adopted a descriptive design and compared data from 301 Japanese and Western adventure tourists who experienced the same adventure tour. The respondents were split into two groups, and a path modeling approach was used to examine similarities and differences. Findings: The results indicated that Japanese tourists attached more importance to emotional value and novelty value. Western tourists, however, attached relatively more importance to the utilitarian dimension of price value for money. Practical implications: The main implication of this study is that tourism operators should account for differences in value perceptions between Japanese and Western tourists when planning tour operations, training tour guides, and managing tour itineraries. Operators should also consider customizing their tour products to fit the specific needs of these different cultural groups. This reinforces the adaptation argument when marketing tourism to international consumers. Originality/value: This study highlights that different value drivers affect the satisfaction and behavioral intentions of Japanese tourists, relative to Western tourists. The need for adaptation of tourism products toward certain international tourists is thus necessary. The research also reinforces the importance of conceptualizing and measuring customer value as a multidimensional construct in an international adventure tourism context.