Clarifying the Role of Mythmaking in Influencing Emotional Engagement and Transformation: The Case of ANZAC in Gallipoli

Abstract

In recent years there has been a growing interest in the role of storytelling and heritage tourist sites. Specifically, the literature highlights the influence of storytelling in engagement and shaping tourist experiences (Sigala & Steriopoulos, 2021). This paper explores the significant impact of storytelling on tourists visiting the Australian and New Zealand Army Corps (ANZAC) ceremony in Gallipoli (Turkey), a place of significance for Australians and New Zealand. The ANZAC ceremony in Gallipoli, which takes place every year on 25th April, is a special event held annually with thousands attending to commemorate the fallen soldiers near ANZAC Cove, Turkey. The attendee numbers have gradually increased over the years. This commemorative event in Gallipoli has been conceptualised as a transformative experience, where Gallipoli is a place brand and ANZAC, as a heritage brand can influence emotional engagement and behavioural outcomes (Steriopoulos, 2020). Studies have conceptualised the experience as a heritage brand experience where emotional engagement involves mixed emotions (Steriopoulos, Khoo, Wong, Hall, & Steel, 2023).