If you're going to Dogo Onsen you can take the little Botchan Ressha instead of the regular streetcar.
It helps to be familiar with the Botchan story by Natsume Soseki as there are many references to it in Matsuyama, such as the Botchan clock in Dogo. At Matsuyama Castle there is usually a couple dressed up as Botchan and Madonna who will pose with you for free.