Looks like it's a black bear. They will usually go away if you get loud, make yourself bigger, or blast an air horn. Don't play dead if they come at you, fight back and get away.

Brown bears (like grizzlies) are another story. Most brown bear attacks are a defensive response, so it's best to not provoke them, and play dead if they come at you.

“If the bear is black, fight back. If the bear is brown, lie down.”