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.