Urban area and nature-based solution: Is this an attractive solution for Generation Z?

Finding solutions for the careful management of our natural heritage is fundamental to sustaining humanity on the planet. In this sense, nature-based solutions (NBS), which are useful initiatives aimed at addressing socio-environmental challenges to achieve a relatively more natural environment, can be a fundamental tool for reaching this goal in an urban context. However, there is no evidence that having NBS in urban cities could attract the young generations. The present study investigates Generation Z's interest in NBS and explores the possibility of them considering a city that offers NBS as a possible tourism destination. This study uses different NBS initiatives implemented in the metropolitan area of Turin. Using quantitative approaches to qualitative responses, that is, multiple correspondence analysis and hierarchical cluster analysis, a hierarchical cluster structure was designed and gradually explored to identify main groups of respondents and subsequently deeper partitions. The results show that Generation Z perceives NBS initiatives as important for safeguarding and enhancing the cultural and natural heritage of the urban areas involved, which can improve their touristic and leisure value. This study is particularly relevant since it can help institutions to consider a new approach to stimulating proximity tourism in urban cities and their surroundings, by valorizing NBS as a possible attraction for Generation Z.