This study conducted a survey from March 11 to April 4, 2025 to reveal the effect of the MZ generation's consumption value on the selection attributes and behavioral intentions of marine tourist destinations, and 271 copies of the questionnaire were used for empirical analysis. As a result of the analysis, consumption value was found to be five factors: situational value, functional value, emotional value, rare value, and social value, and marine tourist destination selection attributes were found to be cost and convenience, translational attractiveness, information provision, and experiential activity, and behavioral intention was found to be a single factor. And it was found that emotional value, situational value, and functional value among consumption value factors affect all factors of marine tourist destination selection attributes, and situational value, emotional value, and functional value affect behavioral intention. Finally, it was found that among the attributes of selection of marine tourist destinations, regional attractiveness and experience activities had a great influence on behavioral intention. This study is considered to be the basic data for establishing a differentiated marketing decline suitable for the MZ generation.