Co-creation and critical factors for the development of an efficient public e-tourism system

This study identifies the factors that guide the adoption of a public e-tourism system resulting in value cocreation in the UAE. Integrating and comparing factors drawn from the third version of the Technology Acceptance Model (TAM3), the Technology-Task-Fit (TTF) theory, and push-to-use, an Analytic Hierarch Process (AHP) model was implemented with data collected using a structured questionnaire from purposively selected UAE e-tourism experts (N = 15) and analyzed using Microsoft Excel. The findings revealed that usefulness, convenience of use, and push-to-use were the most critical aspects for achieving an efficient public e-tourism system that allows for value co-creation in that order of ranking. The findings also suggest that computer selfefficiency is the most critical factor in effectively establishing an e-tourism system followed by government push-to-use. In conclusion, the findings demonstrate that usefulness and ease-of-use backed by computer selfefficiency, result demonstrability, and output quality are vital for the efficient adoption of a public e-tourism system resulting in value co-creation in the UAE.