<![CDATA[Purpose: This study aims to assess the maturity and readiness of Barcode Wisata Kerinci (BATASI) as a digital destination-marketing innovation, identify its major development gaps, and formulate a context-sensitive conceptual model for strengthening digital tourism marketing in Kerinci Regency. Design/methodology/approach: The study employed a descriptive case-study design combining quantitative assessment and qualitative document analysis. Secondary data were obtained from the Monitoring and Evaluation of Regional Innovation in Kerinci Regency, including BATASI’s profile, implementation evidence, and scores for 20 regional innovation indicators. The data were analyzed using descriptive analysis, innovation-maturity assessment, gap analysis, qualitative content analysis, and a logic-model approach. Tourist-arrival and tourism-related revenue trends were treated as contextual information rather than evidence of BATASI’s causal effects. Findings: BATASI achieved an innovation maturity score of 97.00, indicating very strong institutional, technological, and operational readiness. Its principal strengths include technological simplicity, ease of information access, budgetary support, stakeholder networks, innovation benefits, and replication potential. However, the analysis identified priority gaps in innovation management, socialization, digital-channel integration, content maintenance, digital analytics, impact measurement, and user-feedback mechanisms. The proposed conceptual model connects institutional and technological readiness with integrated destination content, digital promotion, visitor interaction, destination image, and marketing-performance measurement. Research implications: The findings extend smart tourism research by integrating regional public-sector innovation maturity with digital destination-marketing principles. Practically, the model provides a gradual development pathway for transforming BATASI from a QR-code information tool into an integrated, measurable, and sustainable digital destination-marketing system.]]>
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