In the rapidly evolving digital landscape, influencers have become pivotal in shaping consumer behavior, particularly in the tourism sector. This study explores the rights and legitimate interests of influencers from the perspective of users within smart tourism organizations, focusing on how these factors influence consumer decisions. Through a quantitative survey of 422 respondents, the research examines key characteristics of influencers—attractiveness, prestige, professionalism, informativeness, interactivity, and the desire to imitate—and their impact on consumer trust and purchasing intentions. Findings reveal that influencers significantly affect consumer choices, with 68.7% of respondents acknowledging the visual appeal of influencers and 52.4% associating their content with prestige and luxury. However, while 53.1% of respondents expressed a likelihood to try services promoted by influencers, 56.4% were reluctant to share influencer content on their social networks. The study also highlights the lack of clear legal definitions for influencer marketing within European consumer law, underscoring the need for more precise regulations to protect both influencers and consumers. This research contributes to the growing discourse on influencer marketing in tourism, offering insights into the balance between consumer rights, legal interests, and the effectiveness of influencer-driven strategies in smart tourism organizations.