AMBIENT FACTORS AFFECTING TOURISTS' INTENTION TO REVISIT THE "EXIT" MUSIC FESTIVAL

Research in the field of tourism is constantly conducted to understand the dynamics and factors influencing consumer decisions in choosing tourist destinations. When investigating the role of ambiance in the process of consumers’ decisions regarding a return visit to a tourist destination, the methodology of analysis of variance (ANOVA) was applied, using the example of the EXIT festival as the most popular international music festival in Serbia. Main and secondary objectives were set based on the Likert scale. The main objective of the research is to examine the impact of ambiance on the tourists’ decision-making process regarding a return visit to a particular destination. The focus is on identifying the specific ambiance elements that most influence tourists’ decisions to revisit. The additional objectives of the research were addressed through the analysis of the relationship between ambience quality and tourist satisfaction. This is significant because tourist satisfaction plays a crucial role in shaping their future travels and decisions to revisit destinations. Sub-objectives were set based on the main objective, relating to the identification of ambiance management strategies that could enhance tourist experiences and encourage return visits to destinations.