Jurnal Komunikasi Malaysian Journal of Communication Jilid 32 (1) 2016: 472-493 ___________________________________________________________________________ E-ISSN: 2289-1528 https://doi.org/10.17576/JKMJC-2016-3201-22 ASSESSING THE QUALITY OF TRUST FEATURES ON WEBSITE CONTENT OF TOP HOSPITALS FOR MEDICAL TOURISM CONSUMERS MOHAMMAD ALI MOSLEHIFAR NOOR AIREEN IBRAHIM SHANTI C. SANDARAN UNIVERSITI TEKNOLOGI MALAYSIA Abstract Searching for health information online is one of the most common activities on the internet; therefore, continuous evaluation of the quality of information provided in these health websites is indeed important. In the context of medical tourism, trust is a particularly important feature of quality information. This becomes even more significant online as customers have to trust the information on the website, since tourism products are characterized by high intangibility before consumption. Although trust plays an essential role among health care providers and individuals who are seeking health care information; there is a question about what happens to trust once health information goes online. One possible reason is that people who seek information from web sites figure a sense of trust in the web sites they visited. As such, this research will assess the quality of trust features of the top 10 medical tourism website. Findings of the research showed variation in the level of quality of trust features on the web site with Gleneagles Hospital fulfilling the highest score of trust features, while the Asklepios Klinik Barmbek website scored the least. The findings of this study have significant implications for web site developers and medical tourism consumers. Keywords: Medical tourism, medical tourism consumers, health websites, quality of websites, trust features. MENILAI KUALITI CIRI KEPERCAYAAN KANDUNGAN DALAM LAMAN JARINGAN HOSPITAL TERBAIK UNTUK KONSUMER PELANCONGAN Abstrak Pencarian maklumat kesihatan dalam talian adalah salah satu aktiviti lazim di internet; oleh itu, adalah penting menilai kualiti maklumat yang disediakan di laman-laman web kesihatan secara berkala. Dalam konteks pelancongan kesihatan, kepercayaan adalah ciri penting maklumat yang berkualiti. Ini menjadi lebih penting dalam talian kerana pelanggan perlu menyakini maklumat di laman web kerana ciri produk pelancongan sangat sukar diterangkan sebelum penggunaan. Walaupun kepercayaan memainkan peranan penting di kalangan pembekal penjagaan kesihatan dan individu yang mencari maklumat penjagaan kesihatan. timbul persoalan tentang kepercayaa maklumat kesihatan dalam talian. Pengunjung yang mendapatkan maklumat daripada laman-laman web menaruh kepercayaan terhadap laman web yang mereka kunjungi. Oleh itu kajian ini akan menilai kualiti ciri-ciri kepercayaan laman web sepuluh hospital terbaik di dunia. Dapatan kajian menunjukkan wujud perbezaan tahap kualiti ciri-ciri kepercayaan di laman web yang dianalisis. Sebagai contoh, Hospital Gleneagles yang medapat skor tertinggi untuk kualiti ciri kepercayaan, manakala laman web