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Sustainability 2017, 9(6), 904;

The Barriers to Millennials Visiting Rouge Urban National Park

Ted Rogers School of Hospitality and Tourism Management, Ryerson University, 350 Victoria Street, Toronto, ON M5B 2K3, Canada
Author to whom correspondence should be addressed.
Academic Editor: Tan Yigitcanlar
Received: 18 April 2017 / Revised: 22 May 2017 / Accepted: 24 May 2017 / Published: 27 May 2017
(This article belongs to the Section Sustainable Urban and Rural Development)
Full-Text   |   PDF [213 KB, uploaded 27 May 2017]


Intensified urbanization has led to more populated cities and less green spaces which are vital to community health, wellbeing and conservation. Rouge Urban National Park in Toronto has recently become Canada’s first urban national park. This park is ideally suited to the millennial population, offering outdoor recreation and green space that this growing market generally desires. There is, however, a lack of research into visitor motivations to urban parks and more specifically millennial motivations. Findings from 280 quantitative surveys found three main barriers to visiting the Urban National Park: distance, transportation, and awareness. The lack of public transport combined with road congestion and fewer millennials owning cars creates issues with accessibility. Poor branding and knowledge through electronic media creates low awareness within a demographic market so tied to technology. View Full-Text
Keywords: urban national parks; millennials; distance decay theory; visitor motivations; Canada urban national parks; millennials; distance decay theory; visitor motivations; Canada
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Ramsay, G.; Dodds, R.; Furtado, D.; Mykhayletska, Y.; Kirichenko, A.; Majedian, M. The Barriers to Millennials Visiting Rouge Urban National Park. Sustainability 2017, 9, 904.

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