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The township traditional market environment is declining due to the lack of perspective and consideration of the behaviour needs of the crowd. In this study, the activity space of four township traditional markets in Taoyuan County, Changde City is taken as the research object, and the evaluation index of spatial environment experience of rural markets is established from the perspective of behaviour demand. Using Importance-Performance Analysis (IPA) to study users’ views on the market environment. The results show that: (1) there are significant differences in users’ views on the importance and satisfaction of market environment elements, among which the gap between supply and demand is relatively large, such as spatial smoothness (C6), rationality of parking space planning (C9), ecological and cultural landscape (C22). (2) The people in township traditional markets pay more attention to the practicality of space and the low-level material needs, while the spiritual needs and humanistic elements are not very concerned. Therefore, in this study, we suggest that in the subsequent renovation, first of all, optimize the market space layout; Secondly, strengthen the safety management of township markets and standardize the market operation order; Thirdly, refine local cultural genes and enrich market cultural activities; Finally, adapt measures to local conditions and create a market landscape with regional characteristics.