Madera County Competitors

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Madera County Competitors

The Yosemite Mariposa County Tourism Bureau and Visit Big Bear are the destination marketing organizations for Yosemite National Park and Big Bear Lake, respectively. These organizations compete with each other. More information on the topic has been presented below, along with an outline of the research strategy.

Competitive Landscape

  • According to the 5-year strategic marketing plan of Mammoth Lakes Tourism, the Yosemite Mariposa County Tourism Bureau, Big Bear Lake Tourism (Visit Big Bear), and Mammoth Lakes Tourism are all located in the state of California.
  • The two destinations offer similar winter and summer attractions. Big Bear Lake and Yosemite also offer similar activities, such as hiking, fishing, and more.
  • According to the marketing plan report published by Mammoth Lakes for 2017/2018, the two destinations belong to the same market. Therefore, these destinations are considered as competitors.

1. Yosemite Mariposa County Tourism Bureau

  • The designated marketing agency for Mariposa County is the Yosemite Mariposa County Tourism Bureau. It is also the sales and branding agency for the county.
  • The bureau's main goal is to highlight and promote visitations to other communities in the county and Yosemite National Park.

Interest Groups and Visit Reasons

  • According to the bureau's annual report for 2018/2019, Baby Boomers from California with the income to travel are the main mid-week and off-season visitors. They enjoy visiting the area repeatedly.
  • According to the same report, the primary visitors to the area on weekends are families. Affluent and mature parents with children are common visitors in the area.
  • Californians are the new interest group for the bureau. The bureau considers the California drive market as its new opportunity.
  • According to the executive director of the Yosemite Mariposa County Tourism Bureau, families enjoy their visits to Yosemite due to its natural and safe environment. The families come to the area to 'unplug'.
  • In addition to the natural and safe environment, people also visit the area because it offers multiple activities and attractions, including spa, mines, ski, museums, rock climbing, hiking, fishing, and arts.

Special Attractions and Events

  • Yosemite was called "the grandest of all the special temples of nature" by an influential naturalist and environmental philosopher named John Muir. Yosemite offers a number of special attractions and activities.
  • Some main special attractions include El Capitan, Mariposa Gold Mine Escape Room, Merced River, Yosemite Falls, Chilnualna Falls, Ribbon Falls, and Badger Pass Ski Area.
  • Some of the best things or activities to do in Yosemite are hiking, touring, biking, gold panning, rafting, shopping, rock climbing, fishing, and horse-back riding.
  • The bureau also hosts large events that last up to two days. Some examples of large events include Las Mariposa Civil War Days, Restorative Yoga Training retreat with Balanced Rock, Mariposa Butterfly Festival, and Earth Day Festival in Yosemite National Park.
  • Some of these events have been canceled or postponed due to the outbreak of COVID-19.

Digital Marketing and Advertising Tactics

  • According to the annual report, the digital marketing tactics of the Yosemite Mariposa County Tourism Bureau include social media marketing, email marketing, and e-communications.
  • The bureau uses Search Engine Marketing (SEM) and Search Engine Optimization (SEO) tactics for its website's content.
  • The bureau's Enewsletter reaches a mean of 31,000 subscribers every month.
  • The social media insights recorded at the end of 2019 has been presented below:
— Facebook: 92,800 fans
— Instagram: 20,000 followers
— Twitter: 48,600 followers
Pinterest: 1,600 followers
  • The bureau's advertising campaign includes publications, streaming music services, co-operative advertising, and print media. Some examples of the publications are BANG, San Francisco Chronicle, Via Magazine, and Sunset Magazine.
  • Some examples of the streaming music services are Bay Area Rapid Transit (BART) and Pandora.
  • The bureau also participates in international trade shows to increase its presence. More information on marketing tactics can be accessed from the annual report.

Visitor Reviews and Ratings

  • A total of five visitors have reviewed the area on the official Facebook page of the bureau. They have provided an average rating of 4.2 out of 5 stars.
  • Many people have reviewed the Google page of the Mariposa County Tourism Information Center. Some of them have shared their experiences from their visit. The visitors have provided an average rating of 4.6 out of 5 stars.
  • Yosemite National Park has a score of 4.8 out of 5 stars on Google. The score is an average of the ratings from 33,659 reviews.
  • Most of the reviews on Facebook and Google are positive in nature. The visitors seem to love the place and its environment.
  • Some reviews from the visitors have been provided below:
  • "My first trip to Yosemite was in 1965 on my Senior class camping trip! It was awesome. I believe that was the last year that they did the fire fall. I have been back many times and each time was just as memorable as the first. I even climbed Half Dome, what an experience!"
  • "Beautiful views, mountains and creeks everywhere! It's a fantastic stress reliever. If you find a good cabin you can wander around, playing in creeks and such. Amazing for both adults and kids! It's beautiful and enjoyable at almost any time."

2. Big Bear Lake Tourism (Visit Big Bear)

  • The destination marketing organization for Big Bear Lake is Visit Big Bear. The organization also operates the Big Bear Visitors Center.

Interest Groups and Visit Reasons

  • According to the 2019-2020 Big Bear Visitor Guide, Big Bear Lake sees a lot of families during summer and winter. These families visit the area for seasonal attractions and activities, such as Snow Summit, Bear Mountain, fishing, and Big Bear Pirate Ship.
  • Hikers, bikers, and skiers are common visitors at Big Bear Lake. They visit the area due to the wide scope for hiking, biking, and skiing.
  • Big Bear Lake has a "qualified audience of wealthy, educated visitors and locals." Another reason for the visit is to get a "year-round transformation experience."

Special Attractions and Events

  • Some main special attractions and activities offered at Big Bear Lake are hiking, skiing, snowboarding, biking, Big Bear Mountain, Snow Summit, Alpine Slide, Big Bear Snow Play, kayaking, fishing, and wake boarding.
  • Big Bear Lake hosts many small as well as large events. Some examples of large events include Antique Car Club Fun Run, Grill and Chill, Fishin' for 50K, and 4th of July.

Digital Marketing and Advertising Tactics

  • According to Visit Big Bear, the organization spends most of its investment for marketing during the shoulder seasons. They use different forms of online and offline campaigns.
  • The offline advertising tactics of Visit Big Bear include KTLA sponsorship, billboard advertising, radio advertising, print advertising, and co-op programs.
  • The digital marketing tactics of Visit Big Bear include connected device advertising through HULU and other platforms, social media advertising, digital marketing through Google Display Network, and content marketing on the official website of Big Bear Lake.

Visitor Reviews and Ratings

  • Big Bear Lake has a score of 4.5 out of 5 on Trip Advisor. The score is an average of ratings from 648 reviews.
  • Big Bear Lake has a 5-star rating on Yelp. The rating is an average of ratings from 23 reviews.
  • Most of the reviews on these databases are positive in nature. Based on the reviews, the visitors are very impressed by the activities and attractions available at the destination.
  • Some reviews from the visitors have been provided below:
  • "Skiing, Hiking, sailing, paddle boarding, BBQ, friends..... so much to do and see. The restaurants are great the shopping is fun, nightlife and entertainment is good. There is always something to do and we are so excited about the NEW ALPINE MOONRIDGE ZOO opening soon."
  • "Big bear is a magical place of enchantment and joyful songs sang by birds that have migrated from lands as far as the Canadian frost. Big bear has given life to the thrill seeker, it has given breath to those who are trapped in everyday life. This place is a paradise it's magical it's extravagant a place that only exist in books and fairytales. I love coming here with friends and families simply to get away from the everyday life we all live."

Research Strategy

We were able to gather all the information required for this research from the annual reports, marketing plans, and the official websites of the two tourism destinations. The main special attractions and activities were selected based on their popularity and high regard on their respective websites. Similarly, the events with more attendees, length, or coverage area were considered to be large events. In this way, we were able to complete the research.
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