Tourism has been one of the world's top income-generating and employment-generating industries and activities in recent years. Today, the secret to survival and permanence in the competitive environment of the tourism industry lies in attracting the attention of tourists and influencing their post-purchase behavior. The present study aimed to investigate gamification on the performance of small businesses in the Iranian tourism industry, using the integrated theory of technology adoption and use, examining the antecedents and consequences of the intention to adopt games by tourism companies, and examining the mediating effect of brand awareness. This study was conducted as an applied and descriptive-survey study using standard questionnaires. The validity of the questionnaire was examined using the CVR method using the Lavoch formula, and the reliability of the questionnaire was obtained using Cronbach's alpha (total = 0.838). The statistical population includes managers, employees, and activists of small tourism businesses in Iran in 1402. The research hypotheses were tested through nonparametric tests using SPSS and SMART PLS software in the inferential section. The results of the study show that gamification and brand awareness have a mediating role, and among the components affecting performance, gamification has the highest impact (β = 0.640) and the lowest relationship related to effort expectation to performance expectation (β = 0.203) and also customer interaction has a stronger impact on brand awareness than on brand loyalty.