MUTESI AERON2024-10-252024-10-252024-09-24https://hdl.handle.net/20.500.12311/1994It is considered well-known that social media, which has become an indispensable part of daily life with the developments in information and communication technologies, is a medium widely used by Generation Z. Social media, which offers easier and faster access to healthy and reliable information, has an important place in the preference processes of tourism components that cannot be experienced in advance. This study aims to explore whether social media has an effect on the preference process for destinations of Generation Z, which is one of the most important components of tourism. In this context, the data obtained from a total of 100 participants through online media environments were analyzed by using descriptive statistics. The findings showed that, within the scope of the research, there is a relation between destination preference of Generation Z and all elements of social media, and destination image, behavioral intention, and tourism satisfaction elements on social media have a considerable effect on destination preference information shared by voyagers; also, impacts of social media on marketing elements were found to be associated with destination preference. However, it has been determined that they do not have an effect on preferences. This is related to the fact that for Generation Z, their own decisions are the most important factor in any kind of preference process.enThesis