SIGNIFICANCE OF AMBIENT FACTORS IN THE CASE OF THE TOURIST DESTINATION REVISITING: A CASE STUDY OF THE MUSIC FESTIVAL "EXIT"
SIGNIFICANCE OF AMBIENT FACTORS IN THE CASE OF THE TOURIST DESTINATION REVISITING: A CASE STUDY OF THE MUSIC FESTIVAL "EXIT"

Summary/Abstract: Research in the field of tourism 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 revisiting 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 tourists' decision-making process regarding revisiting a particular destination. The focus is on identifying specific ambiance elements that most influence tourists' decisions to revisit. Additionally, different segments of tourists were investigated, including their demographic characteristics and travel motivations, to analyse differences in their perception of ambiance. 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. Based on the main objective, sub-objectives were set relating to the identification of ambiance management strategies that could enhance tourist experiences and encourage revisits to destinations.

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