A multimodal genre analysis of Malaysia’s regional e-travel guidebooks

Abstract

This is a multimodal genre analysis study of Malaysia Regional E-Travel Guidebooks (MRTGs) by adapting the frameworks of Bhatia (2004) and Kress and van Leeuwen (1996, 2006). The analysis focused on examining the rhetorical structure, communicative purposes, linguistic features, professional practices, and visual components present in MRTGs. The analysis is done to understand how this genre-which successfully helped Tourism Malaysia to improve its tourism industry- is built up and written. To accomplish the study's objectives, a combination of textual analysis and semi-structured interviews was employed, utilizing specialized software tools such as Atlas.ti and Sketchengine. The study revealed that MRTGs exhibit a distinct structure comprising ten core moves (Headline, Introducing the Country, Urging Action, Targeting the Market, Trivia, Justifying the Destination, Endorsement, Related Info, Service Info, and Closing Info). Notably, the findings highlight the strategic deployment of linguistic features to capture the readers' attention, promote the featured destinations, motivate action, and furnish pertinent information about Malaysia. MRTGs adeptly employ a synergy of informational value, salience, and framing to offer travellers a comprehensive and captivating informational resource. Additionally, the visual elements employed in MRTGs effectively convey meaning and engage readers with the featured destinations. Crucially, the findings show that professionals within Tourism Malaysia believe that MRTGs are essential for attracting and assisting travellers, and ensuring visitor satisfaction, with a focus on transitioning to online platforms and continuous improvement. This study provides multifaceted insights that extend beyond the specific context of MRTGs, contributing significantly to the domains of genre analysis, professional communication, digital marketing, visual communication, and destination marketing. Additionally, it elucidates practical implications for professionals in the tourism industry, enhancing their comprehension of the art of crafting compelling and effective promotional materials with regards to English for Tourism.