Multimodal Communicative Acts of Thailand’s Private Hospital Website Promoting Medical Tourism

Websites of private hospitals are significant channels for delivering the communicative acts in relation to information hospitals’ facilities and expertise international medical tourists. However, studies that involved have mainly focused on examining language mode. It overlooked multimodal perspective which hinder prospective tourists from receiving intended promotional messages. This study, therefore, aims examine realisations representative commissive Thailand’s hospital website. Within Systemic Functional Linguistic (SFL) perspective, Halliday & Matthiessen’s model textual analysis (2004) Daneš’ classification thematic patterns (1974) were utilised analysis, while Kress van Leeuwen’s (2006) framework was adopted visual analysis. Three webpages a Thai website analysed theme types progression function value, saliency framing elements compositional Results based selected aimed inform persuade The created technologically established, sophisticated, reliable caring representation Samitivej Hospital through high occurrence unmarked themes, reiteration patterns, salient visuals absence framing. findings provided strategies promote tourism copywriters, designers stakeholders designing such websites.