Application of Analytic Hierarchy Process to the tourism factory DIY experiential value evaluation

The theory of experiential marketing combined with the viewpoints of consumer behavior, local innovation, and cultural value are applied in this study, through in-depth interview, to extract semantic and vocabulary of tourists and businesses participating in DIY experience. It intends to discuss the value factors and organize the evaluation indices and the dimensions of value, test the content validity with expert questionnaire, and apply Analytic Hierarchy Process to calculate the weight and order of tourism factory DIY experiential value evaluation indices as well as to construct the DIY experiential value evaluation model with two major dimensions of experience quality and emotional gain, with higher importance, and two sub-dimensions of price function and social service, with lower importance, where playfulness presents the largest influence. Three findings are proposed in this study. First, the intangible gain of DIY is higher than the tangible gain. Second, the experiential value is led by tourists' self-consciousness. Third, the goods coverage is expanded outside the activity to form the comprehensive service. The fitting method and key points could offer reference for the industry related personnel for making decisions.