Document Type

Article

Publication Title

Digital Touchpoints: Investigating Contact Page Accessibility and Visual Authenticity within Medical Tourism Health Websites

ISSN

3067-5960

Volume

2

Issue

1

First Page

1

Last Page

17

Publication Date

4-12-2026

Abstract

This study examines two critical digital touchpoints on medical tourism provider (MTP) websites: (1) the accessibility of contact pages which often function as entry points for inquiries, scheduling, and pre-travel coordination, and (2) the authenticity of visual imagery used to shape expectations about care environments, personnel, and technological capacity. A sample of 105 MTPs across all six World Health Organization regions were analyzed using quantitative web accessibility testing and qualitative visual analysis. Results indicate pervasive accessibility errors on contact-page touchpoints and extensive reliance on inauthentic imagery to depict patients, providers, and medical technologies. Together, these practices may distort user expectations and constrain equitable access, particularly for persons with disabilities, impairments, and those with limited English proficiency by making it harder to initiate contact and by presenting idealized representations of care. The findings underscore the need for accessible and visually authentic digital health information in the marketing and promotion of international healthcare treatments and services.

Publication Information

Mason, A. M., Spencer, E. A., Livingston, K. M., Bhati, S., Akram, H., & Meyers, T. A. (2026). Digital touchpoints: Investigating contact page accessibility and visual authenticity within medical tourism health websites. Media, Communication, and Technology, 2(1), p1. https://doi.org/10.30560/mct.v2n1p1

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