Online Promotion of Private Hospital Promoting Medical Tourism: A Multimodal Analysis from A Cultural Perspective

The medical tourism industry, which was seriously affected by the coronavirus disease of 2019 (COVID-19), needs to give attention its online promotional message strategy boost industry. Cultural variability is also crucial since market for industry global. However, studies involving cultural have only focused on examining single discourse mode, mainly linguistic mode and overlooked multimodal perspective. This study, therefore, examined way in Prince Court Medical Centre (PCMC), a private hospital Malaysia presented how various modes hospital's website are combined deliver messages international tourists. A total three web pages from PCMC were analysed using Systemic Functional Theory framework. study employed Halliday’s metafunction theory (for language analysis Kress van Leeuwen’s model image analysis. ways features reflect communicative style perspective explored. Hall’s (2000) dimension context dependency classifies cultures into high-context low-context used present findings revealed that PCMC’s has elements encountered such as elaborated code systems well direct, explicit, highly structured messages. help create awareness strategies designing websites involve meaning making through texts images possible interpretation especially among copywriters, designers or stakeholders. Keywords: Multimodal analysis, systemic functional (SFT), dimension, discourse, tourism.