A small-business owner on an island in the Philippines has become a local hero for pushing back at the growing number of international travelers who introduce themselves as “influencers” as a way to get free food, drinks and lodging.

He made his stand on Siargao, a tear-drop-shaped island long popular with surfers. In recent years it has also drawn a large number of travelers who believe that their vacations should be free so long as they make Instagram stories, according to several local business owners.

Last week, Gianluca Casaccia, 40, the manager and co-owner of the White Banana Beach Club, decided it was time to take action after opening his inbox and finding yet another message containing the phrase: “I am an influencer.”

Since May, when Mr. Casaccia, who is Italian, and his wife, who is from Manila, opened their cocktail bar overlooking the turquoise Philippine Sea, they have received about 100 of these messages, he said.