{"id":2255,"date":"2025-11-21T08:52:19","date_gmt":"2025-11-21T08:52:19","guid":{"rendered":"https:\/\/www.ukm.my\/karya\/?post_type=product&#038;p=2255"},"modified":"2025-11-21T08:52:20","modified_gmt":"2025-11-21T08:52:20","slug":"cultural-crossroads-of-online-medical-tourism-promotion-from-multimodal-perspective","status":"publish","type":"product","link":"https:\/\/www.ukm.my\/karya\/product\/cultural-crossroads-of-online-medical-tourism-promotion-from-multimodal-perspective\/","title":{"rendered":"Cultural Crossroads of Online Medical Tourism Promotion from Multimodal Perspective"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"<p><strong>CULTURAL CROSSROADS OF ONLINE MEDICAL TOURISM PROMOTION FROM MULTIMODAL PERSPECTIVE<\/strong><\/p>\n<p><strong>ISBN 978-629-486-342-2<\/strong><\/p>\n<p><strong>MYR35.00<\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>Book Details <\/strong><\/p>\n<p>Author\/Editor: Wan Fatimah Solihah Wan Abdul Halim, Intan Safinaz Zainudin &amp; Nor Fariza Mohd Nor<\/p>\n<p>Pages:132<\/p>\n<p>Year of Publication: 2024<\/p>\n<p>Description:<\/p>\n<p>As medical tourism drives economic growth post-COVID-19, online promotional strategies are crucial. While linguistic studies have examined language use, multimodal communication\u2014combining visual and textual elements\u2014remains 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\u2019s Metafunction Theory alongside Kress and van Leeuwen\u2019s 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.<\/p>\n<p><em>\u00a0<\/em><\/p>\n<p>BISAC Subject Code(s): BIO019000<\/p>\n<p><a href=\"https:\/\/www.ukm.my\/karya\/wp-content\/uploads\/2025\/11\/133-PRELIMS-ISBN-9786294863422.pdf\" target=\"_blank\" rel=\"noopener\">Prelims<\/a><\/p>\n<p>Category: Tourism<\/p>\n","protected":false},"featured_media":2256,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"product_brand":[35,30],"product_cat":[77],"product_tag":[],"class_list":{"0":"post-2255","1":"product","2":"type-product","3":"status-publish","4":"has-post-thumbnail","6":"product_brand-penerbit-ukm","7":"product_brand-terbitan-2024","8":"product_cat-tourism","10":"first","11":"instock","12":"shipping-taxable","13":"product-type-simple"},"_links":{"self":[{"href":"https:\/\/www.ukm.my\/karya\/wp-json\/wp\/v2\/product\/2255","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ukm.my\/karya\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/www.ukm.my\/karya\/wp-json\/wp\/v2\/types\/product"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ukm.my\/karya\/wp-json\/wp\/v2\/comments?post=2255"}],"version-history":[{"count":1,"href":"https:\/\/www.ukm.my\/karya\/wp-json\/wp\/v2\/product\/2255\/revisions"}],"predecessor-version":[{"id":2258,"href":"https:\/\/www.ukm.my\/karya\/wp-json\/wp\/v2\/product\/2255\/revisions\/2258"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ukm.my\/karya\/wp-json\/wp\/v2\/media\/2256"}],"wp:attachment":[{"href":"https:\/\/www.ukm.my\/karya\/wp-json\/wp\/v2\/media?parent=2255"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/www.ukm.my\/karya\/wp-json\/wp\/v2\/product_brand?post=2255"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/www.ukm.my\/karya\/wp-json\/wp\/v2\/product_cat?post=2255"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/www.ukm.my\/karya\/wp-json\/wp\/v2\/product_tag?post=2255"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}