Lest we forget: A motivational segmentation study of visitors to the 2009 ANZAC Day commemoration service

Abstract:
The Battle of Gallipoli represents an important historical event in the formation of the
modern Australian, New Zealand and Turkish nations. The 25th of April, ANZAC Day, is the
national day on which Australian and New Zealand nations commemorate their war dead.
This recognises the date on which the first Australian and New Zealand Army Corps (ANZAC)
troops landed on the Gallipoli Peninsula in 1915. Each year thousands of Australians and New
Zealanders travel to the remote Gallipoli Peninsula in Turkey to commemorate the events of
the battle. This seminar presents the results of quantitative survey research of visitors to the
2009 ANZAC Day commemoration service in Gallipoli. Visitors’ motives of patriotism,
pilgrimage, the representation of family, sharing with friends, and desire to travel are
recorded. Contrasting motives are recognised amongst Australian and New Zealand visitors,
young Aussies and Kiwis living in the UK, Britons, and visitors from other nations.

Biography:
Ken Hyde is an Associate Director of the New Zealand Tourism Research Institute. His
research on independent travel, travel decision-making and models of vacations has been
published in a number of leading journals including the Annals of Tourism Research, Tourism
Management and the Journal of Travel Research.