Choosing tourist attractions by tourists via social media is more interesting and creates a new phenomenon in traveling. The aim of this research is to determine the motivation and behavior of Gen Z tourists in choosing tourist attractions via social media. Quantitative research is descriptive, and uses a purposive incidental method in collecting data for research. The research results show that respondents have motivation related to signs at tourist attractions, and Instagram as social media which has a significant influence on the process of determining tourist attraction selection.