Micro‑Influencing (Micro‑Influencers) as a Driver of Sustainable Tourism Marketing: Theoretical Insights and Practical Perspectives

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Pages: 343-351

Abstract:

The article examines the transformative role of micro-influencers as a strategic tool for achieving sustainability in contemporary tourism marketing. Within a dynamic digital ecosystem, the focus is shifting from mass advertising toward personalized communication channels that exert a direct influence on consumer behavior. The central thesis posits that micro-influencers facilitate precise market segmentation, reach ing niche audiences characterized by high levels of engagement and trust. Through a desktop study and a comparative analysis of best practices from Bulgaria and Europe, the article demonstrates how this influence model contributes to the decentralization of tourist flows and the support of local communities. On a theoretical level, the mechanisms through which authentic content generates social and economic value are explored, while simultaneously minimizing the negative effects of overtourism. The practical section presents the perspectives for small and medium-sized enterprises (SMEs), for which micro-influencing becomes an instrument for enhancing regional competitive ness. The conclusion emphasizes the necessity of integrating influencer marketing into the strategic planning of tourist destinations as a key factor for sustainable and ethical economic growth.

Keywords:

micro-influencers; destination marketing; sustainable tourism development; au thenticity; tourism flow management.

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