Application of the New Importance–Performance Analysis Method to Explore the Strategies of Rural Outdoor Dining Experiences in Taiwan

Taiwan is an island where the city and nature combine to become the most beautiful open-air museum in the world, known as Formosa. With climate change and industrial development as the main changes in consumption behavior, the integration of ecology, the environment, and agriculture into food culture is gradually becoming valued in Taiwan. This study explores the quality of the rural outdoor dining experience in Taiwan; therefore, questionnaires were distributed to outdoor dining attendees from the north, central, south, and east, and we obtained 396 valid questionnaires. The rural outdoor dining satisfaction experience can be improved using the innovative New Importance–Performance Analysis (NIPA) model, which is based on the original IPA methodology but modified by the performance of the risk management judge. Additionally, we applied the zone of tolerance (ZOT) to evaluate the quality of priority and the importance–performance analysis (IPA) to make innovation decisions. The model also encourages decision-makers to consider environmental factors and customer feedback. It has not only been used to measure customer satisfaction, assess customer behavior, identify customer needs, and determine areas where quality needs to be improved, but it can also be used to measure the success of business decisions and identify potential areas for improvement. The results show that rural outdoor dining experiences in Taiwan have led to the development of a low carbon economy and a new business model for operators in order to follow the result of NIPA and develop service marketing strategies.