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Athip Thumvichit


The present study of genre aims to identify move structures and linguistic features of e-brochures with a view of revealing findings that can lead to material developments for ESP courses. The present study was influenced by the genre analysis model developed by Swale (1990) and Bhatia (1993). The data were collected from e-brochure on Amazing Thailand website which published by the Promotional Material Production Division.  30 overviews of tourist destinations in Thailand collected from the e-brochures made up a 2,367-word corpus. The results revealed five moves and some steps were also found within a few of moves. Factual information covered most parts of the text. Although the authors were free to use promotional strategies to persuade potential tourists, the strategies were found in Move 3 ‘Establishing credentials’ as identifiable in all texts.



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