本研究也提出了未來在獨特性目的地旅遊與活動、線上評論論述品質的相關 研究中，能夠加入探討的元素，供未來研究者在研究架構設想上參考，詳細建議 內容如下：
一、線上評論設定之建議
本研究為了探討消費者在獨特性目的地旅遊與活動、促銷方式之中，搭配何 種論述品質能引發較佳的消費者行為，因此強制的在線上評論的刺激物中，分為
「強論述」及「弱論述」兩組。但在現實生活當中，線上評論與業者所自己設定 文案不同，很難有一項產品下方會全部皆是強論述的線上評論，或是全部皆是弱 論述的線上評論；因此本研究建議，未來在探討線上評論論述品質時，可以將強、
弱論述的線上評論混合在一起，以「較多」及「較少」強、弱論述作為實驗情境，
方能使研究情境更貼近現實生活。進而探討當強論述線上評論較多時，某項變項 是否能引發消費者產生較佳的消費者行為，反之，當弱論述線上評論較多時，某 項變項是否能使消費者產生較低的消費者行為。
二、探討其他線上評論操弄方式是否會有不同影響
本研究在線上評論的操弄上，是以評論的論述強度去做操弄，以譚惠敏（2013）
的研究結果，分為說服能力強、評論內容與產品相關性高的強論述品質，以及評 論內容具有不確定性、難以令人信服的弱論述品質兩類。但在現實生活中的線上 評論，除了訊息的強度以外，正、負面的線上評論或許對於消費者來說，也會有 不同的影響結果。然而，論述品質在國內外有許多不同的定義方式，如Srivastava 與 Kalro（2019）在研究中就以訊息的清晰度作為論述品質的定義，其意指評論
的句型、語法和不合邏輯等。另外，評論的時效性也可以在未來研究中納入探討，
根據Brightlocal（2019）所提出的一份關於線上評論的調查中發現，48%的消費 者僅參考過去兩週內所發布的線上評論；而84%的消費者則認為，三個月以上的 線上評論不太具有參考價值；僅有3%的消費者會受到一年以上的線上評論所影 響，因此本研究認為，訊息的時效性在未來的研究中也相當值得拿來探討，甚至 是在變動性較高的旅遊產品中，消費者所需要的是最新的第一手資訊，過舊的訊 息或許對於消費者的行為與態度上，並不會有太大的影響。
三、在獨特性目的地旅遊與活動中，加入社群相關元素進行探討 目的地旅遊與活動的獨特性研究上，本研究認為未來可以加入社群媒體相關 的元素進行探討。國際性廣告公關集團 WPP 台灣區董事長莊淑芬（2019 年 01 月10 日）在 2018 年的 ITF 台北國際旅展旅遊論壇中提出，我世代 （Generation ME）正迅速影響全球的消費市場，該世代重視個人體驗、追求客製化的產品，
並將個人在社群上的形象擺在第一。心理學家 Twenge（2014）在書中敘述「我 世代」為1980 年代後出生的人，其較具個人主義（Individualism），自戀（Narcissism）
程度也較高，並強調自我形象（Self-image），唯有透過他人的眼光，才能夠感受 到自我的存在。
高度獨特性的目的地旅遊與活動因獨特性較高，根據過往報章雜誌上的經驗，
其在社群媒體上易迅速成為熱門話題或打卡景點。例如：2019 年熱門台劇《俗女 養成記》，其在台南的拍攝地點由台南市觀光局及文化部合作，製作出「俗女養 成記景點導覽地圖」，遊客可以跟著地圖踏遍劇中的每個場景，追隨主角在台南 的成長足跡（鄭維真，2019 年 09 月 12 日）；特別的是，劇中主角的老家「阮家 古厝（金德興藥鋪）」，因此行程規劃的出現，而成為了社群媒體Instagram 上的
熱門打卡地標。因此本研究建議，未來在探討獨特性目的地旅遊與活動的研究中，
可以嘗試加入社群自我形象相關理論，探討消費者是否會為了個人在社群上的形 象，進而影響他們在獨特性較高的目的地旅遊與活動產品上的態度與行為意圖。
四、嘗試以其他類別去探討獨特性目的地旅遊與活動
本研究在定義獨特性目的地旅遊與活動時，以「美食」作為產品獨特性的 基礎，由於在過往的文獻當中提及，當地美食可以反映旅遊目的地的獨特文 化，其可以成為遊客與旅遊目的地文化之間的重要媒介，間接的也為遊客提供 難忘的旅遊經驗（Tsai, 2016），但在現今的目的地旅遊與活動平台上，並不僅 有美食相關的獨特性旅遊活動，各地的文化、節日與景點皆是具有獨特屬性 的，因此建議研究者可以尋找其他性質的獨特性目的地旅遊與活動，或許在搭 配不同變項上，會有不同的研究結果。
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