It is important to note, however, that linguistic analysis is an integrally interpretive process. The
phenomenon of promoting Malaysia as tourist’s destination can never be analysed into enduring
‘‘correct’’ themes or categories. Thus, the discursive themes noted in this study are not the only way to
conceptualise the tourist’s destination. Rather, they should basically be viewed as an organising
instrument for discussing the way that discourses about the “diversity of Malaysia” as a uniqueness
which sets it apart from other countries. These interpretations, like all interpretations proposed, but
one window into this process. Focusing on the multimodal discourse framework, textual and visual
analysis revealed a primary representation of Malaysia that can be identified as “the diversity of
Malaysia”.