As the fifth-generation (5G) mobile communication technology captures public attention, reviewing the first to fourth generations with the anticipated implications of 5G and afterward, and future research would present a useful value to the literature. This study uses a systematic content analysis methodology to provide a comprehensive and interdisciplinary review of mobile communication research in tourism and hospitality to help academic researchers and industry practitioners understand the research area. The study also analyzes the future changes that mobile communication technologies and their applications will bring to tourism and hospitality research trends and industry practices. This study not only contributes to identifying some research gaps in the extant research, but can also provide significant theoretical guidance and practical implications for further academic and industrial research related to mobile communication technologies in tourism and hospitality.

Introduction: Prevention of the health risk of amateur marathon runners is of great significance for the sustainable development of marathon. To reduce the psychological burden of amateur marathon runners and improve the participation experience, the current study used the health belief model to study the relationship among health beliefs, attitude to preventative behavior, self-efficacy, and health values of amateur marathon runners. Methods: A total of 342 data were collected, and using the PROCESS (analytical procedures developed for mediating and moderating effects tests based on SPSS and SAS). A series of multiple linear regression models were established to study the relationship between variables, and the bootstrap confidence interval was selected to test the mediating and moderating effect. Results: The results showed that perceived health threat (b = 0.463, p <0.05), health behavior expectations (b = 0.373, p <0.001), self-efficacy (b = 0.322, p <0.001), and behavioral attitudes (b = 0.230, p <0.001) can be regarded as antecedent variables for predicting preventative behaviors. In addition, the results also show that health behavior expectations, self-efficacy, and behavioral attitudes play chain-mediating role between perceived health threat and preventative behaviors. Health values appear to play a moderating role in the direct/indirect effects of perceived health threat on preventive behavior through a number of mediating variables. Discussion: This study emphasizes that the amateur marathon runners must improve their health concept and take effective preventive measures before participating in the competition. According to this research, it is the responsibility of the event parties, public health officials and relevant departments of the host city to provide rich health information and risk education to amateur marathon runners. More public service advertisements or educational materials are needed to be placed on runners to enhance their awareness of the necessity and importance of taking preventive measures.

As a new form of business, rural homestay inn is booming in China, boosting the transformation and upgrading of leisure tourism and promoting the sustainable development of rural tourism. This study firstly emphasizes the humanistic care in the service process through the content analysis of 30 short videos and the findings that such hotels highlight the word “warmth” in their marketing. Based on this, this study clarifies that in the Chinese context, encounter is essential for gaining warmth. Therefore, the study constructs a model with service encounter as the core concept and explores customer loyalty in rural homestay inns. A total of 450 questionnaires were distributed, of which, 407 were valid. In addition, descriptive statistical analysis, reliability test, correlation analysis, and multiple linear regression analyses were conducted on the collected questionnaires. Results show the following: (1) service encounter includes physical environment encounter, service personnel encounter, and other customer encounter; (2) experience value includes functional emotional and social cognitive values; (3) physical environment encounter and service personnel encounter significantly affect the experience value; (4) physical environment encounter and service personnel encounter significantly affect customer loyalty; and (5) functional emotional and social cognitive values positively affect customer loyalty, and social cognitive value affects more significantly. On this basis, this study introduces the following suggestions: (1) highlighting the characteristics of rural homestay inns and creating a unique cultural atmosphere, (2) paying attention to human care and deepening emotional communication, and (3) improving the customer experience to satisfy higher consumer demand.

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