本研究在探討傳統文化小吃「夜市」的重要程度、表現程度與整體夜市滿意度之關係，本研究使用重要－表現程度分析法(IPA)做分析，進而依差異發覺的服務缺口，影響整體夜市滿意度。並且也討論了不同地區遊客特性是否會顯著影響重要程度、表現程度與整體夜市滿意度。本研究以台中逢甲觀光夜市為例，對夜市體驗的遊客採隨機便利抽樣的方式，發放了400份問卷，回收有效問卷386份。以遊客體驗完夜市後的重要程度、表現程度與整體滿意度分析夜市的整體滿意度。並且使用敘述性統計分析、信度分析、相關分析、單因子變異數分析(ANOVA)、重要－表現程度分析法(IPA)、成對樣本t檢定與迴歸分析，來了解夜市體驗過後整體滿意度之關係。研究結果顯示夜市遊客特性微影響重要程度與表現程度。且重要程度、表現程度、服務缺口與整體夜市體驗滿意度有顯著相對相關性，並且分析出服務缺口確實存在之事實，並且本研究能給予日後逢甲夜市改善之建議。
The aim of this research is to investigate the relation among visitor’s charac-teristics, the deficit of importance performance analysis (IPA) and the overall satis-faction of traditional “night market”. The research method is importance performance analysis (IPA); furthermore, the result of IPA should be the gap of service which affects the consumer satisfaction with the night market. Nevertheless, it also discussed whether the visitor characteristics from different cities would affect af-fected the degree of importance, performance and overall satisfaction.
Taken Feng-chia Night Market as example, the research is designed to distrib-ute valid questionnaires for the convenience sampling. A total of 400 questionnaires were handed out, there are 386 questionnaires were available and 14 questionnaires were uncompleted. Based on the degree of the visitor experience for night market, the importance performance analysis (IPA) and the overall satisfaction of traditional “night market”. To realize the correlation, it used the methods of descriptive statistics, reliability analysis, correlation analysis, and single factor analysis of variance (ANOVA). According to the result, the characteristics of these visitors slightly affect the degrees of importance and performance. Moreover, the gap between importance and performance also affect the overall satisfaction.
