Research On The Development Strategy Of A Tourism Group Under The Background Of Post Epidemic Situation

With the sustained and rapid development of China’s tourism industry,it has become a strategic pillar industry.However,the sudden outbreak of COVID-19 has caused a serious impact on the development of tourism around the world and brought challenges to the survival of countless tourism enterprises.Since the outbreak of the epidemic,the tourism industry is still in a long depressed development stage,and it is difficult to explore on the road of revitalization after the epidemic.The research object of this paper-a tourism group is one of the well-known tourism enterprises in Yunnan Province.Before the outbreak of the epidemic,the operating efficiency of a tourism group was relatively good;After the outbreak of the epidemic,its business model and economic benefits have been seriously impacted.Its operating revenue has decreased by25% year-on-year,and the number of tourist receptions has decreased by 38%year-on-year.The traditional tourism business sectors such as scenic spots,hotels and travel agencies have not improved so far.A tourism group has to face up to the impact of the epidemic and adjust its strategic thinking.Then,under the background of post epidemic situation,how to clarify the development strategy,optimize the business ideas and revitalize the enterprise benefits of a tourism group is the focus of this paper.This paper is divided into seven parts.Among them,the first part describes the research background,current situation and methods of this paper.The second part interprets the related concepts and basic theories such as post epidemic situation and strategic management,so as to lay a theoretical foundation for the following text.The third part analyzes the external environment faced by a tourism group,and uses EFE matrix to find out the key factors affecting the development of a tourism group from the external environment.The fourth part analyzes the internal environment faced by a tourism group,finds out the key factors affecting the development of a tourism group from the internal environment by using IFE matrix,and obtains the strategic direction of a tourism group by using strategic analysis model.The fifth part analyzes the shortcomings of the development strategy of a tourism group before the epidemic,points out the strategic choice of a tourism group under the background of the post epidemic,and puts forward specific measures to realize the strategy.The sixth part puts forward the implementation guarantee of the strategy.The seventh part summarizes this paper and puts forward the future prospects.Using the research method of combining qualitative analysis and quantitative analysis,the author found that,on the one hand,the epidemic affects the normal development of the tourism industry,on the other hand,the epidemic is also forcing the transformation and upgrading of the tourism industry,the new consumption behavior continues to impact the original market pattern,and the long-term good situation of the cultural and tourism industry will not change.Therefore,a tourism group should face up to the impact of the epidemic,seize the external development opportunities in the context of the post epidemic,fully release its own advantages,focus on the main business of cultural tourism,integrate the industrial chain,adjust the market direction,strengthen the integration of cultural tourism,strictly control costs,strengthen marketing promotion,reasonably allocate resources and speed up the presentation of the project,and take eight specific measures through optimizing and adjusting the organizational structure,paying attention to talent training,flexible performance appraisal methods Enhance the ability of risk prevention,improve the management system and strengthen the coordination of external business to ensure the smooth implementation of the strategy.Through the research on the development strategy of a tourism group under the background of post epidemic,it is expected to provide reference for the operation and development of a tourism group,as well as for the post epidemic revitalization of other enterprises in the tourism industry.