Multimodal analysis of hotel homepages: A comparison of hotel websites across different star categories

Wai Lin Leung, Amy O.Y. Suen

Research output: Journal article publicationJournal articleAcademic researchpeer-review

2 Citations (Scopus)


The paper reports on the two multimodal research studies of hotel homepages. The first study entitled 'Hotel websites as corporate communication' combines the approaches and methodologies of visual grammar and critical genre analysis in the study of the homepages of twelve five-star hotels in Hong Kong, focusing on language, visual images and hyperlinks; the professional and social practices of website design; and construction and use of these hotel homepages. The study also conducted a diachronic comparison of old and new versions of six hotel homepages to identify and discuss social, ideological, language, and image changes. The second study entitled 'Multimodal analysis of hotel homepages: A comparison of hotel websites across different star categories', expanding on the first one, aims to compare the patterns of use of multimodal features of hotel homepages of three-star, four-star and five-star hotels in Hong Kong. Both studies are designed to contribute to both the hotel industry in Hong Kong and beyond and inter-disciplinarity of applied linguistics and professional communication.
Original languageEnglish
Pages (from-to)5-33
Number of pages29
JournalAsian ESP Journal
Publication statusPublished - 1 Jan 2014


  • Critical genre analysis
  • Grammar of visual design
  • Hotel homepages
  • Hotel websites
  • Multimodality

ASJC Scopus subject areas

  • Language and Linguistics
  • Education
  • Linguistics and Language

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