Published On: August 27, 2001
The Strategic Marketing Group was recently hired by the Yosemite/Sierra Visitors Bureau to develop and implement a research program to identify needs and opportunities to further develop the southern Yosemite corridor's winter business. Research methods used include interviews with the local business market conducted by SMG staff and a quantitative mail survey to be sent to the visitors bureauandrsquo;s database of recent visitors. An analysis of the collected data and interviewee's input will be presented to the Yosemite/Sierra Visitors Bureau in a final report that will include the results as well as specific recommendations outlining the next steps for implementing the proposed winter promotional marketing efforts with the goal to increase winter visitations.
