Winning a medal is highly celebrated in swimming as well - that's because winning a medal leads to endorsements.
Athletics has an amateur foundation, where athletes are not paid extravagantly, so the reward comes in being a world class athlete. That is why swimming and track and field celebrate non-first place finishes. Coming in 4th or even 5th place means that you are the 4th or 5th fastest in the world in your event, making you a world class athlete. It means that you are part of an elite group of world athletes.
Tennis is a professional sport, where millions on top of millions are achieved for even coming in 4th place. Tennis players make a healthy living on tour, as well as golf players. So there is no need to acknowledge finishers who don't win, because they are highly paid compared to an athlete in athletics.