CULTURAL CROSSROADS OF ONLINE MEDICAL TOURISM PROMOTION FROM MULTIMODAL PERSPECTIVE

ISBN 978-629-486-342-2

MYR35.00

 

Book Details

Author/Editor: Wan Fatimah Solihah Wan Abdul Halim, Intan Safinaz Zainudin & Nor Fariza Mohd Nor

Pages:132

Year of Publication: 2024

Description:

As medical tourism drives economic growth post-COVID-19, online promotional strategies are crucial. While linguistic studies have examined language use, multimodal communication—combining visual and textual elements—remains understudied in the medical tourism sector. This study explores how major private hospitals in Malaysia, Thailand, and Singapore use language and imagery to attract international patients, analysing website content through Systemic Functional Linguistics and Halliday’s Metafunction Theory alongside Kress and van Leeuwen’s image analysis framework. The findings challenge stereotypes of high-context Asian communication, revealing a blend of high- and low-context styles with clear, structured messaging. Essential for researchers, copywriters, and medical tourism professionals, this book provides insights into creating culturally resonant, practical content in a globalised digital world.

 

BISAC Subject Code(s): BIO019000

Prelims

Category: Tourism