The ANZAC Pilgrimage to Gallipoli: a Heritage Brand With Mythical Status

Event Details

Dr Effie Steriopoulos, Senior Lecturer at William Angliss Institute and course leader of the Bachelor of Event Management, will be delivering a lecture on "The ANZAC Pilgrimage to Gallipoli: A heritage brand with mythical status" on Thursday 27 April 2023, at 7 pm, at the Greek Centre.

ANZAC (Australian and New Zealand Army Corps) carries heritage and brand myth value. In the last 30 years, a resurgence in thousands of Australians attending pilgrimage experiences to Gallipoli has provoked a renewed interest among researchers to explore the phenomenon.

In her PhD thesis, Effie argues that the ANZAC experience is transformative and based on a co-creative process among key players of the experience. Her PhD contributes a new transformative brand experience (TBE) model, which validates new directions in the visitor engagement with destination brands and the pathway towards destination brand loyalty. Effie’s theoretical model reveals: a) the key elements that contribute towards transformation, namely, authenticity, sensory experience, emotional engagement, and reflective learning; and b) the transformation process that consumers need to undergo from brand knowledge to loyalty when engaging with heritage destination brands. The model also helps brand managers design transformative experiences as part of their strategy when renewing the visitor-destination brand relationship.

The current developments in Lemnos with the ANZAC tourism trail are an example where the TBE model can be applied. To enhance the visitor experience in Lemnos, it is necessary to combine all elements (authentic, sensory, emotional, and reflective) during a personalized or small group experience. This can further be enhanced by expert tour guides and knowledge creators who can highlight the role of Lemnos during the heritage and transformative experience. Based on findings from the Gallipoli experience, Lemnos can also be further developed to offer the personalized transformative experience that consumers seek during heritage consumption.

The presentation highlights how the model of transformative brand experience (TBE) can be applied in similar heritage experiences to understand personal transformation and visitor relationship with the destination brand.

Dr Effie Steriopoulos is Senior Lecturer at William Angliss Institute and course leader of the Bachelor of Event Management. She has published papers in tourism and event ‘experiences,’ overseas study tours, and destination brands. Effie sees events as ways to engage with tourist visitors by offering authentic learning experiences. She keeps abreast of event industry developments, running seminars and workshops at local and international institutions. Effie is on the executive board for the Council of Australasian Tourism and Hospitality Education (CAUTHE), a CAUTHE Chapter Director, and co-chair of the CAUTHE Event Studies Special Interest Group (SIG).

Date: Thursday, 27 April 2023.Time: 7:00 pm.

Location: Greek Centre (Mezzanine, 168 Lonsdale Street, Melbourne).

Admission: Free.