The Influences of National Images on Marketing Performance: A Mediated Model Link

In Taiwan, there is a world-class geological landscape Yehliu Geological Park, which has been noticed in the recent years by the world. It is a shame that the concept of preservation of geological landscapes has never been implemented, allowing tourists to seriously damage natural environments, threatening the image of Taiwan. In order to solve this problem, the government has aggressively developed the Yehliu Geological Park to make our national image better and promoted the concepts of environment protection to the general public. The management right was released to an outside agent to bring in the concepts of experiential marketing and integrated marketing, building long-term relationships with customers. Therefore, this study aimed to: find out if national images have any influences on marketing performance through the concepts of experiential marketing and integrated marketing. The result of this study shows that national images had positive influences on experiential marketing and integrated marketing, experiential marketing and integrated marketing had positive influences on marketing performance, and national images had positive influences on marketing performance through intervening variables: experiential marketing and integrated marketing.