Digital Influence in Tourism: The Environmental and Social Impacts of Influencers in the Balearic Islands

Digital platforms and influencers have fundamentally transformed how tourist destinations are promoted and consumed (Kaplan & Haenlein, 2010; Freberg et al., 2011). Based on an extensive literature review, this study explores the influence of influencers through the lens of electronic word-of-mouth (eWOM) and Source Credibility Theory (Hennig-Thurau et al., 2004; Ohanian, 1990). Focusing on the Balearic Islands, particularly hotspots like Caló des Moro, it reveals that intense digital exposure has led to over tourism, environmental degradation, and social tensions (Dodds & Butler, 2019; Milano et al., 2019). This phenomenon is exacerbated by social media algorithms that disproportionately amplify popular visual content (Gössling et al., 2021). The findings underline the urgent need for Destination Management Organizations (DMOs) to adopt sustainable digital strategies that integrate authenticity, community participation, and innovative digital storytelling tools (Sigala, 2018; Mariani & Matarazzo, 2022). Managed responsibly, influencer-driven digital promotion offers both challenges and opportunities, potentially enhancing destination resilience while maintaining a balance between tourism growth and conservation (Kapoor et al., 2018; Neuhofer et al., 2015).