FENOMENA INFLUENCER LOKAL DI BIRA: DAMPAKNYA TERHADAP NILAI KELUARGA DAN CITRA PARIWISATA

Abstract

This study examines the phenomenon of local influencers in the bira beach tourist area and their impact on family values as well as the image of tourism destinations. Using a qualitative approach with in-depth interviews with lodging managers, local influencercs, and tourism business actors, the study found that the presence of local influencers positively impacts the increase in tourist visits and the local economy. However, there are challenges in maintaining a balance between modern promotion and local cultural values as well as tourist expectations. The results show that local influencers act as cultural intermediaries who shape public perception of tourist destinations, while also serving as economic agents who enhance the welfare of local business actors. This study suggests the need for strategic collaboration between influencers, business actors, and local governments in developing sustainable tourism promotions that still respect local values.