Collaborative marketing on digital platforms has revolutionised business-to-business (B2B), business-to-consumer (B2C), and consumer-to-consumer (C2C) interactions, creating new opportunities for value co-creation and strategic partnerships. This study explores the key factors influencing the adoption of collaborative marketing platforms in the tourism sector and their impact on consumer behaviour. Grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT2) and the Technology Acceptance Model (TAM), the research assesses performance expectancy, effort expectancy, social influence, facilitating conditions, compatibility with needs, data privacy, trust and security, innovation and differentiation, and expected satisfaction as determinants of platform adoption. A partial least squares structural equation model (PLS-SEM) was applied to survey data. Findings reveal that compatibility with needs, effort expectancy, and expected satisfaction significantly influence behavioural intention to adopt these platforms. Interestingly, while data privacy and trust remain critical concerns, they did not exhibit statistically significant direct effects on adoption. The study underscores the importance of user-centric design, seamless workflow integration, and perceived value in driving platform adoption. These insights offer practical guidance for developers and marketers seeking to optimise collaborative marketing strategies in the digital tourism landscape.