Problems of Social Hygiene, Public Health and History of MedicineProblems of Social Hygiene, Public Health and History of Medicine0869-866X2412-2106Joint-Stock Company Chicot266510.32687/0869-866X-2026-34-s1-553-556Научная статьяTHE CONCEPT OF HOSPITALITY IN MEDICAL TOURISM: SEMIOTICS OF THE HOST ENVIRONMENT AND INTERCULTURAL COMMUNICATIONKrivonosovaA. I.State Academic University for the Humanities, 119049, Moscow, Russia270620263455355629062026Copyright © 1970,1970The article examines the concept of hospitality in the context of medical tourism from a semiotic and intercultural perspective. The host medical environment is considered as a system of signs through which patients form perceptions of safety, trust, and quality of medical care. Particular attention is paid to the mechanisms of interpreting cultural codes, visual and verbal communication strategies, as well as the interaction between the foreign and the familiar within the medical space. Based on a comparative analysis of practices in Russia and other countries, the study identifies key features of the representation of hospitality and its role in shaping the experience of medical tourists. The article argues that hospitality in medical tourism functions as a complex semiotic system that facilitates patient adaptation within a different cultural and institutional environment.hospitalitymedical tourismsemioticsintercultural communicationinterpretationcultural codeshost environmentгостеприимствомедицинский туризмсемиотикамежкультурная коммуникацияинтерпретациякультурные кодыпринимающая среда1.Eco U. A theory of semiotics. Bloomington; 1976.2.Barthes R. Mythologies. New York; 1972.3.Kristeva J. Strangers to ourselves. New York; 1991.4.Derrida J. Of hospitality. Stanford; 2000.5.Connell J. Contemporary medical tourism: conceptualisation, culture and commodification // Tourism Management. 2013. Vol. 34. P. 1—13.6.Crooks V. A., Kingsbury P., Snyder J., Johnston R. What is known about the patient's experience of medical tourism? A scoping review // BMC Health Services Research. 2010. Vol. 10. P. 266. DOI: 10.1186/1472-6963-10-2667.Hanefeld J., Lunt N., Smith R., Horsfall D. Why do medical tourists travel to where they do? The role of networks in determining medical travel // Social Science & Medicine. 2015. Vol. 124. P. 356—363. DOI: 10.1016/j.socscimed.2014.05.0168.Карасик В. И. Языковой круг: личность, концепты, дискурс. Волгоград; 2002.9.Wierzbicka A. Understanding cultures through their key words. New York; 1997.10.Чехов А. П. Палата №6. М.; 1977.11.Cronin A. J. The Citadel. London, 2015.