本研究以行動餐車市集旅客旅遊意象為研究對象。以IPA分析法探討遊客對於行動餐車市集旅客旅遊意象的重要度與滿意程度， 採用問卷收集相關資料，共回收問卷有效共有200份。研究結果顯示，民眾對於行動餐車市集旅客旅遊意象，顯現出朋友推薦到來旅遊經驗比較多，重視度以產品餐點料理美味，品質是用餐的環境整潔舒適，服務是快速處理應對具備了同理心的能力，滿意度是規劃等待路線、服務人員大方乾淨體面的儀容，產品價格標示清楚。業者應該繼續優先保持就是服務意象，具同理心快速處理問題的能力，用餐環境舒適乾淨產品的價格標示明確合理，應該要優先改善的地方是點餐收費區塊動線，支付系統的方便性和取餐出餐的速度等等。 This research is mainly objected based on mobile food truck market of tourist image， adopt IPA analysis method to investigate tourist’s comment about the importance and satisfaction toward mobile food truck market image. Total effective returned questionnaire are 200 copies The results of the research show that more people with travel experiences are recommended by friends toward the travel image of the mobile food truck market. They attach great importance to the delicious food and the quality is that the dining environment is clean and comfortable， and the service is fast processing. Psychological ability and satisfaction are the planning of waiting routes， the dignified， clean and decent appearance of service personnel， and the product prices are clearly marked. There are some factors that operators should continue to prioritize to maintain the image of service， have the ability to quickly handle problems with empathy， and have comfortable and clean dining environment. The price of products is clearly and reasonably marked. The areas that should be prioritized for improvement are the moving lines of the ordering fee block and the payment system. Convenience and the speed of taking out meals， etc.
