過去很少人認為國家的職能是行銷，隨著混合經濟的受到重視，政府也對旅遊產業資訊的不對稱與外部利益現象開始介入，加上全球產業結構由農業、工業轉向服務業，國家的角色也跟著調整。特別在面對競爭激烈的全球旅遊市場，政府逐漸從消極的管理者變為帶領產業開疆開闢土的「造勢者」，除了藉由策略計畫模式來剌激產業的創新與升級外，更把握時機將旅遊提升為主導產業的層次。這些藉由國家行銷理念來推動旅遊競爭優勢的作為，可以從近年來中國大陸積極申辦2001年亞太經濟合作會議、2008年奧逸與2010年世界博覽會等案例中得到驗證，也值得正積極振興旅遊產業的臺灣參考。

　　　　　According to the past experiences, all marketing theories are mainly focusing on the operation of enterprises, not much people consider marketing as one of a nation's occupational functions. Along with the uprising trend of mix economy these days, governments are now having their power interfering the information asymmetry and external benefit of tourism business. The role of a nation has changed especially on how to deal with the severely competitive tourism market global-wide. Instead of being passive administrators, governments have altered themselves into the role of "posturers" who lead the business to explore and expand. Other than using the strategic planning models to stimulate the innovation of the industry and to upgrade, constructing some beneficial platforms for enterprise investments is also a considerable movement. On top of that, governments also know how to seize the moment to upgrade the industry to a leading successful level. By enthusiastically earning the sponsorship for the 2002 APEC, 2008 Olympic Games and 2010 world Exop, Mainland China has showed the real practice of using the idea of the marketing of a nation for improving its competitive advantages of tourism industry. This provides an illustration for Taiwan, who has also been actively invigorating its tourism industry.