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)—詞的價値構成。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、在地創新與文化價値等觀 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，探討其價値要素 以歸納出評估指標與債値構面，再藉由專 家問卷檢測其内容效度，最後採取層級分 析法產出觀光工廠DIY體驗債値評估指標 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體驗價値評估模 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；二為體驗價値由遊客 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 wplayfUln6ss» the evaluation index cised 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.