Research On The Business Strategy Of Agritainment In Urumqi County Under The Background Of Normalized Epidemic Prevention And Control

In the National Rural Industry Development Plan(2020-2025)issued by the Ministry of Agriculture and Rural Affairs of the People’s Republic of China,it is emphasized that we should attach importance to the development of ecology,agriculture and tourism,and encourage the development of various rural tourism modes such as agritainments.The outbreak of the COVID-19 epidemic has had a great impact on the global economy.For a period of time,all kinds of activities related to "people" were restricted,among which the tourism industry suffered a very serious impact,while the agritainment business,which gradually expanded according to the development of rural tourism,was seriously affected.By developing rural tourism and expanding the scale of agritainment business in Urumqi County,the income level of local residents was improved.However,after the outbreak of the epidemic,the passenger flow of agritainment in Urumqi County decreased significantly,and the income of operators was bleak.Under this background,this paper makes an in-depth study on the management of agritainment,puts forward the recovery management strategy,provides reference for the future development of agritainment,and also provides reference for the management research of regional agritainment under the background of normalized epidemic prevention and control.Based on the sustainable development theory,the life cycle theory of tourist destinations and the crisis management theory,this paper takes the agritainment operators in Urumqi County as the research object,and through questionnaire survey and field investigation,analyzes the agritainment operators’ basic situation,the impact of epidemic situation on agritainment operators and their willingness to recover,etc.,and analyzes the agritainment operators’ management situation,management dilemma,industry development and prospect.Through questionnaire survey,the data of tourists’ demand is collected,and the factors of tourists’ demand are reduced to five factors by factor analysis,and the influencing factors of agritainment management are extracted and analyzed by analytic hierarchy process.Secondly,the PEST model and five forces model are used to analyze the management environment of agritainment,and finally,the strategies of agritainment management in Urumqi County under the normal epidemic prevention and control are put forward.The results show that after the outbreak of the epidemic,the operation status of agritainment is not as good as before,and the income of agritainment operators is poor due to insufficient passenger flow.Therefore,operators should do a good job in the storage of epidemic prevention materials,improve the infrastructure construction of agritainment,create characteristic entertainment items with good hygiene,strengthen the training of employees,strengthen the environmental awareness of agritainment operators,strengthen food safety,integrate agritainments’ industry resources,strengthen marketing efforts,change marketing methods,continuously promote the normalization of epidemic prevention and control,and optimize the management process of tourism,etc.,so as to alleviate the impact of epidemic on agritainment tourism.