Understanding new Anzacs: A managerial perspective

The purpose of this paper is to examine the behavioral characteristics of Australian and New Zealander (Anzacs) visitors who attended Anzac Day in Gallipoli. This type of information will help to understand the different segments of visitors interested in international cultural-historical events. In particular, this study aimed to determine (1) Australian and New Zealander (Anzac) visitor segments based on motivations in attending Anzac Day, (2) whether the segments identified through Anzacs' motivations are statistically diversified in terms of demographic characteristics, visitation characteristics, and Gallipoli's image as a destination. The need for such research has arisen because of the paucity of knowledge of the Anzacs' profile to understand and satisfy their need as a cultural-historical tourist. The paper concludes by assessing the management implications for effectively targeting Anzac Day's specific market. The research supports the former studies presented in the literature review section on cultural tourism and the cultural tourist. The findings of this research suggest that ANZAC Day attendees are not homogeneous. © 2003 anatolia Printed in Turkey. All rights reserved.