Competitive Analysis-Yosemite

Part
01
of two
Part
01

Competitive Analysis-Yosemite & Redwood National and State Parks

A report revealed that Yosemite National Park receives more than 4 million visitors annually, while Redwood National and State Park receives about 400,000 visitors annually. Below is an overview of the findings.

YOSEMITE & REDWOOD NATIONAL AND STATE PARKS COMPETITIVE LANDSCAPE

YOSEMITE NATIONAL PARK

DESCRIPTION
ANNUAL VISITATION
SPECIAL ATTRACTIONS OF THE PARK
  • Some examples of the park special attractions include Sentinel Dome, Mariposa Grove, Yosemite’s granite rocks, and Yosemite Falls.
  • A report revealed that the park has more than 400 species of amphibians, reptiles, birds, and mammals.
MOST LIKED FEATURES
  • A report revealed that about 75% of the visitors' favorite sight is the Yosemite Valley.
  • Yosemite Waterfalls is also one of the visitors' favorites.
  • Also, the rainbows, lunar rainbows and moonbows that appear at night in the waterfalls.
  • Climbers like to visit the park as it offers them an endless variety of challenges.
DIGITAL MARKETING TACTICS
  • Yosemite National Park uses banner and tile ads.
  • The park also uses social media channels like Facebook for marketing.
  • The park digital marketing tactics include video ads and posts on various social media handles like Facebook, YouTube, and Instagram.

REDWOOD NATIONAL AND STATE PARK

DESCRIPTION
  • The Redwood National and State Park is located in California.
  • The Park is known as the home to the tallest Redwood trees in the world.
  • This park helps to preserve other indigenous flora, fauna, grassland prairie, cultural resources, portions of rivers, streams, and 40 miles of rugged coastline.
ANNUAL VISITATION
SPECIAL ATTRACTIONS OF THE PARK
MOST LIKED FEATURES
DIGITAL MARKETING TACTICS
  • This park utilizes Facebook for promoting its events.
  • Also, the park uses Instagram in its marketing effort to post about events conducted at the park.
Part
02
of two
Part
02

Competitive Analysis-Sequoia, Kings Canyon National Parks, & Lake Tahoe

The competitive landscape for Sequoia National Park, Kings Canyon National Park, and Lake Tahoe has been provided in this research. Sequoia National Park is known for its giant sequoia and volcanic rocks. Kings Canyon National Park is popular for its scenic valley, while Lake Tahoe is best known for its water-based activities such as water skiing and fly fishing.

SEQUOIA NATIONAL PARK

  • Sequoia National Park is located within groves that contain several creatures and geographic features. Unique species of hawks and marmots can be found in this region. It is a destination that hosts travelers who seek mountain lodging. Adventurers and outdoor enthusiasts also find shelter and campgrounds at Sequoia National Park.
  • This park receives an average of 1.09 million visitors annually.
  • Some of its special attractions include a variety of wildlife and endangered species, beautiful volcanic rocks, perfectly vertical sequoias, and Native American settlements.
  • The "most famous" feature known to the park's visitors is "the giant sequoia". Also, Moro Rock is "one of the most popular features" of the park.
  • Sequoia National Park and Kings Canyon National Park have been jointly administered since 1943. As a result, these parks share the same website and execute the same digital tactics for customer acquisition. Known jointly as Sequoia & Kings Canyon National Parks, the highest amount (66.94%) of traffic that leads visitors to this website is generated from a search. This is a clear indication that these parks focus on search engine optimization (SEO) as a digital tactic.
  • Out of the total search-generated traffic for Sequoia and Kings Canyon National Parks, 95.56% is organic, while 4.44% is paid. This implies that they also apply Pay-Per-Click (PPC) tactics in their digital campaigns.
  • There is insufficient data for social and display advertising for these companies. It can, therefore, be inferred that very little or no resources are channeled towards these tactics.
  • Also, these parks use referrals mostly from the National Park Service (nps.gov) and Google.

KINGS CANYON NATIONAL PARK

  • Kings Canyon National Park is "home to the deepest canyon in the United States". The park has skyscraping trees, deep valleys, and unique rock outcroppings. This park is split into two areas — Cedar Grove and Grant Grove. Besides taking pictures of unique features, visitors come to the park for horseback riding, hiking, and camping.
  • An average of 590,270 people visit this park yearly.
  • Some of the park's special attractions include "the General Grant tree" ("the Nation's Christmas Tree"), Redwood Canyon, the Mark Twain Tree, and Grizzly Falls.
  • The main attraction at this park is its "scenic valley" which is surrounded by large areas of backcountry. With an overall rating of 4.5 out of 5 on TripAdvisor, travelers who visit Kings Canyon are most interested in “cedar grove”, “Zumwalt meadow”, and “roaring river falls”.
  • In terms of digital tactics, Kings Canyon National Park operates as a joint unit with Sequoia National Park. Their tactics are primarily centered on SEO (search engine optimization), referrals, and paid advertising (PPC).

LAKE TAHOE

  • Lake Tahoe is a "clear, cobalt blue lake" located in the Sierra Nevada mountain range. It hosts adventurers, athletes, and travelers yearly. Lake Tahoe is the second deepest lake in the United States. The area where this lake is situated was previously a transcontinental route.
  • Lake Tahoe has an estimated 24 million visitors annually.
  • Some of its unique features include the Vikingsholm castle and Inspiration Point, both located within the Emerald Bay State Park. The lake is also known for "the Cascade Falls Trail", Squaw Valley, and the "Lake Tahoe Boat Cruise".
  • Some of "the most enjoyed events and activities" at Lake Tahoe are water skiing, wakeboarding, jet skiing, and swimming. Visitors who vacation at Squaw Valley specifically enjoy "fly fishing".
  • The largest amount (88.12%) of digital traffic for Lake Tahoe is generated from a search. This indicates that the park focuses on search engine optimization (SEO). Referrals and social media account for 3.87% and 0.37% respectively. This implies that the lake uses social media and e-mail marketing tactics as well.
  • Mail and display contribute nothing to its digital traffic. This is a clear indication that it does not prioritize e-mail and display advertising.
Sources
Sources

From Part 02