Constructing the Assessment Model of DIY Experiential Value: The Study on Tourism Factories
本研究針對近年手作教學的興盛風氣，以觀光工廠為案例探討「自己動手做」(do it yourself, DIY)一詞的價值構成。經濟部工業局於2003 年頒布《工廠兼營觀光服務作業要點》鼓勵傳統製造業轉型兼營觀光服務，自其評鑑中展露DIY 的重要性。本研究先運用體驗行銷之理論基礎結合顧客行為、在地創新與文化價值等觀點，透過深度訪談法萃取遊客與業者參與DIY 體驗之語意及詞彙，探討其價值要素以歸納出評估指標與價值構面，再藉由專家問卷檢測其內容效度，最後採取層級分析法產出觀光工廠DIY 體驗價值評估指標的權重與排序，建構由體驗品質、情感收穫兩項重要性較高之主要構面及商品需求、服務社會兩項重要性較低之次要構面所組成的觀光工廠DIY 體驗價值評估模式，其中尤以趣味性指標的影響力最大。本研究並提出三點發現，一是DIY 的無形收穫高於有形所得；二為體驗價值由遊客自主意識主導；三則為擴大商品範圍至活動外以形成全面性服務，該配適方法與關鍵要點將可提供產業相關人員做為決策之參考。
For popularity of Hand-made teaching in recent years, this study researches on the constitution of experiential value of DIY (do it yourself), taking tourism factories as example. Industrial Development Bureau, Ministry of Economic Affairs, promulgated Factory Job Elements Concurrently Tour in 2003 to encourage local industries and cultural traditions in manufacturing integrated tourism service, also revealed the importance of DIY self-evaluation of its specification. This study applies theoretical basises including the experiential marketing, customer behavior, local innovation and cultural value to extracts the experiential value of DIY participating from visitors and providers through in-depth interview, then explore the value elements to set evaluation index and value facets. Furthermore, the questionnaire in this study is detected by expert content validity, and final decisions take AHP output weights. Afterwards by major facets “experiential quality” and “emotion acquisition” and minor facets “function and price” and “social and service” that construct a set of experiential value assessment model of the DIY product, with “playfulness” the evaluation index exercised most powerful influence. The result indicated three key points. First, intangible harvest is higher than the tangible income. Second, the value of experience is dominated by self-awareness of tourists. Third, range of goods should be expanded to comprehensive services. That provides industry stakeholders with reference for decision- making.