UNDERSTANDING GENERATIONAL DIFFERENCES IN DESTINATION CHOICE PRIORITIES: A COMPARATIVE ANALYSIS OF GEN X, Y, AND Z

Destination choice is considered a key component in assessing the competitiveness of tourism destinations. While numerous studies have been conducted on the various factors influencing destination preferences, it has been observed that the impact of generational differences on destination choice requires deeper investigation. This study aims to determine whether there are any differences in the factors influencing destination choice among the X, Y, and Z generations. To this end, a survey was conducted among participants who had traveled for holiday purposes within the past year and were over 18 years old. The analysis of the data revealed significant differences between the generations in terms of factors such as infrastructure facilities, access to information, and the tourist attractions of the destination. Furthermore, differences were found between the participants' education levels and their destination selection behaviors. The findings of this research provide opportunities for destination marketing organizations to develop effective marketing strategies and contribute to a deeper understanding of the purchasing behavior intentions of different generations.