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As an emerging form of accommodation in the leisure and vacation era, the relation marketing of homestays is an important factor in promoting a good relation between hosts and guests and stimulating the citizenship behavior of customers. Customer citizenship behavior is necessary to enhance the customer travel experience and promote the high-quality development of the homestay industry. Stimulating customer citizenship through relation marketing is an important scientific issue that needs to be addressed for the high-quality development of homestays. Based on social exchange theory and attribution theory, this study analyzes the relation between homestay staff and customers and refines the two-dimensional structure of homestay customer citizenship behavior, confirming the mediating effect of relation quality on the influence of relation marketing on helping behavior and deepening the understanding of the moderating effect of motivational attribution on the influence of relation marketing on customer citizenship behavior. The influence mechanism of customer citizenship behavior was clarified. The research results show that customer citizenship behavior in the homestay context consists of two dimensions: helping behavior and tolerant behavior, indicating that the structure of customer citizenship behavior in different contexts is still different. Second, the main effects of relation marketing on relation quality and customer citizenship behavior are significant. That is, a homestay can improve the quality of its relation with customers through instrumental behaviors, such as information communication, and emotional behaviors, such as human investment. Customer citizenship behavior is an important behavioral response to relation marketing. Third, relation quality mediates the relation between marketing and helping behavior, indicating that relation marketing promotes customer trust in homestays and understanding the reciprocity of behavior, which in turn promotes customer helping behavior. Fourth, motivational attribution has a moderating effect on the influence of relation marketing on tolerant behavior. This shows that in altruistic motive attribution, the more customers perceive relation marketing, the more they can feel the good experience brought about by homestay staff, so they voluntarily adopt tolerant behavior in the face of service failure, based on the principle of reciprocity in social exchange theory. This study combines the social exchange and attribution theories to explain the mechanism of customer citizenship behavior in the context of homestay services. While enriching the research content of high-quality development of homestay, it constructs a discourse system with more"relation" characteristics for tourism marketing, broadens the tourism application scenarios of relation marketing theory in practice, helps homestay maintain a good relation between host and client, stimulates customer citizenship behavior, and contributes to the development of homestay tourism services and products.

Wine tourism provides a multisensory experience through various wine tourism activities. It also adds value to the regions and their producers by enhancing the wine knowledge and sensory experience of the visitors. This study explores the determinants of brand love in wine tourism. Using survey data from wine tourists in Portugal, a structural equation modelling was performed to test the conceptual model. An Importance-performance matrix analysis was also used to obtain additional insights. The results show that the wine tourism enhances brand love. This implies that emotions (i.e., a sense of belonging) towards the overall location is associated with the satisfaction and the quality perception that the winery exhibits. Furthermore, although the consumer's active participation in wine tourism does not impact brand love directly, its influences occur through the mediating effect of the relation quality. From an interdisciplinary managerial perspective, the present study provides insights into tourism management (i.e., wine tourism) and marketing (i.e., brand management and consumer behaviour). [ABSTRACT FROM AUTHOR]

As an emerging form of accommodation in the leisure and vacation era, the relation marketing of homestays is an important factor in promoting a good relation between hosts and guests and stimulating the citizenship behavior of customers. Customer citizenship behavior is necessary to enhance the customer travel experience and promote the high-quality development of the homestay industry. Stimulating customer citizenship through relation marketing is an important scientific issue that needs to be addressed for the high-quality development of homestays. Based on social exchange theory and attribution theory, this study analyzes the relation between homestay staff and customers and refines the two-dimensional structure of homestay customer citizenship behavior, confirming the mediating effect of relation quality on the influence of relation marketing on helping behavior and deepening the understanding of the moderating effect of motivational attribution on the influence of relation marketing on customer citizenship behavior. The influence mechanism of customer citizenship behavior was clarified. The research results show that customer citizenship behavior in the homestay context consists of two dimensions: helping behavior and tolerant behavior, indicating that the structure of customer citizenship behavior in different contexts is still different. Second, the main effects of relation marketing on relation quality and customer citizenship behavior are significant. That is, a homestay can improve the quality of its relation with customers through instrumental behaviors, such as information communication, and emotional behaviors, such as human investment. Customer citizenship behavior is an important behavioral response to relation marketing. Third, relation quality mediates the relation between marketing and helping behavior, indicating that relation marketing promotes customer trust in homestays and understanding the reciprocity of behavior, which in turn promotes customer helping behavior. Fourth, motivational attribution has a moderating effect on the influence of relation marketing on tolerant behavior. This shows that in altruistic motive attribution, the more customers perceive relation marketing, the more they can feel the good experience brought about by homestay staff, so they voluntarily adopt tolerant behavior in the face of service failure, based on the principle of reciprocity in social exchange theory. This study combines the social exchange and attribution theories to explain the mechanism of customer citizenship behavior in the context of homestay services. While enriching the research content of high-quality development of homestay, it constructs a discourse system with more" relation" characteristics for tourism marketing, broadens the tourism application scenarios of relation marketing theory in practice, helps homestay maintain a good relation between host and client, stimulates customer citizenship behavior, and contributes to the development of homestay tourism services and products. [ABSTRACT FROM AUTHOR]

Abstract Background Online health communities (OHCs) provide platforms for patients to seek advice from physicians and receive professional suggestions online. It can improve the efficiency of patients’ diagnosis of simple diseases and alleviate hospital congestion. However, few empirical studies have comprehensively explored the factors influencing patients’ intention to use OHCs through objective data. This study aims to fill this gap by identifying key factors that influence patients’ acceptance of OHCs and proposing effective ways to promote the applications of OHCs in China. Methods Based on the Unified Theory of Acceptance and Usage of Technology (UTAUT), extended with additional constructs identified with patients’ information demands in OHCs, this study developed a research model and proposed nine hypotheses. An online survey involving 783 valid responses was conducted in China to collect data to validate the proposed model. Confirmatory factor analysis and partial least squares (PLS) path model were conducted for instrument validation and hypothesis testing. Results Price value, eHealth literacy, and performance expectancy are the most prominent constructs in the study context. Interestingly, relation quality was also found to have a significant positive relationship with behavioral intention. Conclusions Based on these findings, OHC operators need to create a user-friendly platform, improve information quality, set reasonable prices, and establish consummate security systems. Physicians and related organizations can raise awareness and assist patients in developing the skills to appropriately comprehend and utilize information in OHCs. This study contributes to both technology adoption theory and practice.

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