The Impact Of COVID-19 Epidemic On Zhangjiajie’s Tourism Economy And Its Corresponding Countermeasures

With its rapid transmission,wide spread,difficult control and long duration,COVID-19 is the most severe epidemic in recent years,and tourism has inevitably been hit.As an important name card of China’s tourism and a leading tourist attraction in the Midwest,Zhangjiajie’s tourism industry was forced to completely halt due to the epidemic twice in the Spring Festival of 2020 and the summer vacation of 2021,and the development of tourism economy fell to a historical freezing point."How to deal with the outbreak? How to achieve revitalization?" To face this important problem,it is necessary to judge the loss degree and cycle of tourism economy in time and grasp the key points and difficulties comprehensively.This paper takes Zhangjiajie as a case to explore the impact of the epidemic on tourism economy in Zhangjiajie and the countermeasures.Firstly,by constructing the general mechanism framework of major emergencies and reviewing the evolution of epidemic situation at home and abroad,the impact of epidemic situation on zhangjiajie’s tourism economy is analyzed theoretically.Secondly,the combination of seasonal autoregressive moving average model and intervention analysis model was selected as the research tool of epidemic impact assessment by summarizing and comparing the advantages and disadvantages of the models and methods of emergency impact assessment.Then,the impact of the epidemic on the tourism economy of Zhangjiajie was quantitatively evaluated based on the tourism number and income data of Zhangjiajie from January 2014 to September 2021.The results show that:(1)In the early stage of the epidemic in 2020,the number of tourists in Zhangjiajie lost about 6.9688 million,decreasing at a rate of 64% per month.After the impact of the epidemic intervention stabilized,the number of tourists lost about 19.3578 million;In the early stage of the epidemic in 2020,the loss of tourism income in Zhangjiajie was about 9,884,153,000 yuan,decreasing at a rate of 13% per month.After the impact of the epidemic intervention stabilized,the loss of tourism income was about 11,361,092 yuan.(2)The epidemic is a continuous dynamic intervention to the development of tourism economy in Zhangjiajie,and its intervention effect is gradually enhanced with the local rebound of the epidemic rather than weakened with the end of the first outbreak in China and the normalization of the epidemic.From the perspective of the change of intervention sequence,the first outbreak of the epidemic in 2020 led to a sharp drop in the number of tourists and tourism income in Zhangjiajie,while the rebound of the epidemic in the summer of 2021 had a greater impact on the tourism economy in Zhangjiajie than the first outbreak of the epidemic in 2020.In addition,the peak tourism seasons of April 2020,July-August,October,and April 2021 were also affected by the epidemic.Finally,based on the impact assessment results,from the four directions of "adjust development strategy,optimize customer market","adjust industry cognition,optimize industrial structure","adjust business model,optimize product integration","adjust governance strategy,optimize emergency response system",Measures such as "building a safe and reliable tourism image","connecting tourism resources and market","layout of smart tourism industry" and "building a multi-level emergency management mechanism" were proposed to provide experience and reference for high-quality development of tourism in tourism cities under the normal epidemic prevention and control.