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Multilingual Online Communications in Corporate Websites: Cases of Romanian Dental Practices and Their Application to Health Tourism

In: Tourism and Culture in the Age of Innovation

Author

Listed:
  • Felicia Constantin

    (University of Oradea)

  • Androniki Kavoura

    (Technological Educational Institute of Athens)

Abstract

Health is for the modern citizen an ongoing and almost obsessive concern. The process of globalization, which dissolved physical boundaries and allowed the mobility of people, favored the development of health tourism which has seen a real boom and became a social and economic phenomenon that is extremely interesting. In this context, dental care tourism begins to solidify in countries like Romania, because of its competitive price and the quality of services. Therefore, the communication in this environment has to adapt by its new forms, with the demands of potential foreign patients and become an international communication. The limited research in the dental field associated with the provision of online communication in order to reach potential customers offers ground to this exploratory research. This study employs content analysis to explore rated websites of dental practices of the cross-border region of Romania. Findings reveal features that ensure the informative function but which are able to increase the visibility of the dental practices across national borders through multilingual online communication.

Suggested Citation

  • Felicia Constantin & Androniki Kavoura, 2016. "Multilingual Online Communications in Corporate Websites: Cases of Romanian Dental Practices and Their Application to Health Tourism," Springer Proceedings in Business and Economics, in: Vicky Katsoni & Anastasia Stratigea (ed.), Tourism and Culture in the Age of Innovation, edition 1, pages 185-196, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-27528-4_13
    DOI: 10.1007/978-3-319-27528-4_13
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    Citations

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    Cited by:

    1. PORUMB Andra-Teodora & PORUMB Cristian, 2020. "Communication Devices. The Dentists' Case Study / Dispositifs De Communication. Le Cas Des Praticiens De L'Art Dentaire," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 567-574, July.

    More about this item

    Keywords

    Health tourism; Dental websites; Multilingual online communication; Romania;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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