Analysing Anzac Day: the past, the present and future?

The aim of this paper is to identify the challenges that a social marketing campaign, which is predicated on Anzac Day and its commemorations and aimed at developing nationalistic behaviour in Australians, might face in the future. Questions posed for this paper are: Is this a viable campaign to promote nationalistic behaviour in Australia? Are there risks associated with such a campaign? In this discursive and exploratory paper Anzac Day and its commemorations are examined using generic marketing tools available to social marketers, specifically the Product Lifecycle (PLC) and consumer profiling, namely generational research. The results indicate that it is possible to predicate a social marketing campaign on Anzac Day and its commemorations to develop nationalistic behaviour in Australia, but there are some inherent risks associated with such a campaign. Issues are raised with regard to the mono-cultural nature of such a campaign; which generational segment(s) might take ownership of the commemorations in the future; and the surrounding structural and community-based strategies that will enhance such a campaign.

Anzac day in the new millennium: insights from New Zealand millennials

Since 1916, New Zealanders have honoured soldiers of war on the 25th of April at commemorative events. The day is now known as Anzac Day, and the acronym ‘Anzac’ stands for the Australian and New Zealand Army Corps, which was established in World War I. Anzac Day commemorative events are emerging a popular cultural activity in which New Zealanders, many of whom are young, are now participating. From an event management perspective, however, the increasing popularity of attendance at the commemorative events is problematic, with potential to negatively impact the experience of attendance and the sites at which they are held. There is a need to gain a greater understanding of the experience of attendance at the events so that strategies can be developed to maintain and enhance their authenticity and integrity, while optimising their sustainability in the New Millennium.

The aim of this study was to provide information about the experience of attendance from the attendee’s perspective for later use by managers of the events. The study employed the theory of emotions to examine the consumption experience, and used a qualitative approach for this purpose. Two focus groups were undertaken in New Zealand comprised members of the generational segment, the Millennials. The data were analysed considering the literature on emotions, special event tourism, as well as the literature on dark tourism. In some ways, the special event tourism and dark tourism literatures seem to be paradoxical, however, in this study they seemed to compliment each other. A complex set of motivations, emotions and resulting attitudes, behavioural intentions, and behaviours were revealed. With this information, event managers are better able to understand the experience of attendance and consider these issues when developing strategies to manage the events. The results presented here are part of a larger study, as further data is currently being collected on the topic in Australia. Hence, there are opportunities for cross-cultural analysis about this important aspect of New Zealand, and Australian, culture.

ANZAC day to VP day : arguements and interpretations

This paper offers a survey of recent military historiography. The author considers its fragmentary nature, and argues for integrative and comparative approach.

Anzac day commemorations at Gallipoli and the economic effects of attendance

Battlefield tourism is a growth sector of the tourism industry. This type of tourism is encouraged by the host countries due to its positive economic impact. For Australians, Gallipoli is the most visited battlefield site, in particular on Anzac Day. The attendance at Gallipoli is anticipated to reach a phenomenal number of 50,000 participants at the centenary of the campaign in 2015. It is important to understand the economic impact of the event to justify to the policy makers of the host country Turkey that holding such an event is in their national interest.

To elucidate the above matters, a methodology which relied upon a questionnaire based survey was utilized. The questionnaires were distributed and collected on buses going to Gallipoli on the eve of the Anzac Day in 2007. The respondents were travelling to Gallipoli to partake in the Anzac Day ceremonies. The 482 responses collected were then analysed for expenditure and duration of the visit which provided the basic data for economic impact estimation. From these responses it was possible to estimate the economic impact of the event.

Analysis of satisfaction at Gallipoli on ANZAC day, 2007 : results of a survey of event participants

This paper explores the critical success factors of special events, in this case the Anzac Day commemorations at Gallipoli, Turkey. This event has become increasingly popular in recent years with crowd numbers growing to around 20,000 people traveling to attend the 2005 Dawn Service at historic Anzac Cove on Anzac day. The aim of this research is to investigate the success factors associated with Anzac Day commemorations at Gallipoli and to assess how these influence visitor satisfaction. Data was collected from 331 attendees of Anzac Day commemorations at Gallipoli while they were in transit from Gallipoli to Istanbul on 25 April 2007. The analysis of this data was undertaken using exploratory and confirmatory factor analysis as a basis to the development of a model of satisfaction using structural equation modeling. In this case constructs relating to amenities, transport, ceremonies and recommending behavior were found to be significant predictors of event satisfaction. These issues during the event were found to be of equal importance for both genders and all age groups.

Battlefield tourism - Anzac day commemorations at Gallipoli : an empirical analysis

This thesis used theoretical constructs of personal values, emotions, motives, event components of ceremony, transport and amenities to develop an empirical model that provided an understanding of the experiential components of the event and the antecedents associated with attendance, satisfaction and recommending behaviour of the Anzac Day Ceremonies at Gallipoli.

Where memory failed, journalism prevailed: Anzac Day in three Victorian country newspapers 1916-1925

This article explores how three Victorian country newspapers shaped and reinforced the collective memory of Anzac Day in its first decade, from 1916 to 1925. It draws on a sample of 300 articles, and looks to scholarship on journalism and memory to generate understandings of these newspapers' important role as co-creators and protectors of Anzac Day commemoration. The sample provides evidence that Anzac Day coverage was thematically consistent from the start. The analysis highlights journalists' roles as patriotic cheerleaders for a new, national identity; as collaborators with other social institutions in establishing the commemoration tradition; and as boundary riders, who patrolled less than acceptable Anzac Day behaviour. This role is most striking when communities failed to mark Anzac Day in the early days, as this article reveals.

Battlefield tourism in Turkey : an empirical analysis of British ex-colonial event attendance

This paper explores the influence of visitor satisfaction on intention to recommend event attendance. The Anzac Day commemoration at Gallipoli, Turkey, an event that has become increasingly popular in recent years and provides the backdrop for the current study. Some 20,000 people travel to attend this event. Data was collected from 331 attendees while they were in transit from Gallipoli to Istanbul on 25 April 2007. The analysis of this data was undertaken using factor analysis as a basis for identifying model constructs to be tested using structural equation modelling. Findings suggest that the constructs relating to the ceremonies held at Anzac Cove and Lone Pine and the experiential and emotional aspects of the event were significant predictors of event satisfaction and subsequent recommending behaviour. The implications of these findings for events in general and the success of the Anzac Day commemorations at Gallipoli are discussed.

Cross-Territorial heritage sites : towards a cross-cultural heritage practice

This paper will describe a current research project at Deakin University’s Cultural Heritage Centre for Asia and the Pacific which aims to develop our current understanding of heritage beyond the national frame usually given to it. The project focuses on a number of heritage sites associated with Australia’s war time heritage. However, all of these sites are located on foreign soil, in land which is not owned by the Australian government. Moreover, because of their location, these sites may or may not have significance for the countries where they are located or to other participants in the same war. Their location in another country and in other people’s narratives poses a complex problem for those who want to conserve, manage and interpret these sites in a manner which preserves their significance to Australia. Is it possible to do this while also recognising other people’s investment or lack of, in these sites? What do we need to think about when recognising the existence of dissonant heritage not only within a nation but across nations? And can this dissonance be used to encourage crosscultural dialogue? Using current understandings of heritage as potentially dissonant, and accepting the need to work within a pluralist frame which supports and argues for cultural diversity, this project explores what happens when this dissonance and diversity occurs not simply within a nation but across national borders. The paper will explore these issues by looking at the interpretation of the Thai-Burma railway, one of a handful of sites which Australians use to mark Anzac Day, the national day of remembrance for those who died fighting for their country.