“The ANZAC Pilgrimage to Gallipoli: A heritage brand with mythical status” by Dr Effie Steriopoulos, Senior Lecturer at William Angliss Institute and course leader of the Bachelor of Event Management, will captivate audiences on Thursday, April 27, 2023, at 7 pm, at the Greek Centre.
Dr Steriopoulos, who recently completed her PhD thesis, has delved into the phenomenon of the ANZAC pilgrimage experience, which has seen a resurgence in popularity among Australians in the last 30 years. Her research sheds light on how the ANZAC experience is transformative, involving a co-creative process among key players of the experience.
At the heart of Dr Steriopoulos’ findings is a new transformative brand experience (TBE) model, which uncovers the key elements that contribute towards transformation: authenticity, sensory experience, emotional engagement, and reflective learning. Her model also outlines the transformation process that consumers undergo from brand knowledge to loyalty when engaging with heritage destination brands.
The implications of Dr Steriopoulos’ research go beyond the ANZAC pilgrimage to Gallipoli. She argues that her TBE model can be applied to other heritage experiences, such as the current developments in Lemnos with the ANZAC tourism trail. To enhance the visitor experience in Lemnos, Dr Steriopoulos suggests combining all elements – authenticity, sensory experience, emotional engagement, and reflective learning – during a personalized or small group experience. She also highlights the importance of expert tour guides and knowledge creators who can illuminate the role of Lemnos during the heritage and transformative experience.
Dr Steriopoulos’ lecture promises to shed light on how her TBE model can be utilized by brand managers to design transformative experiences as part of their strategy when renewing the visitor-destination brand relationship. The presentation is expected to be a thought-provoking exploration of personal transformation and the visitor’s relationship with the destination brand in the context of heritage experiences.
When: Thursday, 27 April at 7pm
Where: Greek Centre (Mezzanine, 168 Lonsdale Street, Melbourne)