Introduction: This study investigates the factors affecting the implementation of public e-tourism systems in Tabriz, one of Iran’s major tourism destinations. The primary goal is to identify and prioritize the factors that can facilitate the adoption of these systems and create value in tourism.This study specifically focuses on identifying and prioritizing the factors affecting the implementation of public e-tourism systems in Tabriz, utilizing advanced analytical models such as TAM3 and TTF to conduct a more detailed analysis of the factors influencing the adoption of these systems.

Methodology: This research utilized quantitative methods based on the Analytic Hierarchy Process (AHP). Data was collected from 15 experts in web development and mobile applications in the tourism industry of Tabriz. The questionnaire included a nine-point scale and three main sections: TAM3 models, TTF (Task-Technology Fit), and pressure factors.

Findings: The results indicate that perceived usefulness and ease of use are recognized as the most important factors in the adoption and use of e-tourism systems. Additionally, personal characteristics and pressure to use the system were identified as secondary factors with lesser importance but still impactful.

Discussion and Conclusion: This study contributes to the literature on tourism and value creation, showing that technology will only be effective if it is supported by the public sector. The findings have practical implications for decision-makers in public e-tourism and can help design more efficient and popular systems. Furthermore, this research will aid in accelerating the realization of Tabriz’s 2031 tourism strategy and the country's economic diversification.