Pre- and posttrip factors influencing the visitor experience at a battlefield commemorative event : Gallipoli, a case study

Battlefield tourism is a major component of national and international tourism. This article sets out to provide a holistic understanding of the preevent factors influencing attendance at an event commemorating a famous World War I battle and to follow the cycle through to gain an understanding of what postevent factors influence event satisfaction and how this translates into recommending behavior. The Anzac Day commemorative event at Gallipoli, Turkey, provides the backdrop for this study. A two-step process was used to gather information from Australians partaking in the Gallipoli commemorations in 2007. A preevent questionnaire was distributed to a convenience sample of respondents while they were in transit from Istanbul to Gallipoli for the commemoration. In total, 482 preevent questionnaires were obtained. Step two of this process saw an exit questionnaire administered to a convenience sample of participants on the return journey to Istanbul, resulting in 331 completed postevent questionnaires. The pre- and postevent datasets were separately analyzed using factor analysis and structural equation modeling (SEM) where appropriate. The findings highlight the role of various event attributes, most prominently the ceremonial and experiential aspects of the Anzac Day commemorations, in encouraging visitor satisfaction and further flow-on effects for recommending behavior.