Online promotion of private hospital promoting medical tourism : a multimodal analysis from a cultural perspective

• Main Authors: Wan Fatimah Solihah Wan Abdul Halim,, Intan Safinaz Zainudin,, Nor Fariza Mohd Nor,
• Format: Article
• Language: English
• Published: Penerbit Universiti Kebangsaan Malaysia 2021
• Online Access: http://journalarticle.ukm.my/18655/1/45731-168183-1-PB.pdf; http://journalarticle.ukm.my/18655/; https://ejournal.ukm.my/mjc/issue/view/1424

The medical tourism industry, which was seriously affected by the coronavirus disease of 2019 (COVID-19), needs to give attention to its online promotional message strategy to boost the industry. Cultural variability is also crucial since the market for the medical tourism industry is global. Howeve...