Study of Cultural Diffusion Strategies in Tourism Translation

Study of Cultural Diffusion Strategies

in Tourism Translation

By ChuJun

In partial fulfillment of the requirement

For the B. A. degree

Department of English

School of Languages and Cultures

Nanjing University of Information Science amp; Technology

May, 2016

Acknowledgment

First and foremost, I want to give my sincere appreciation and gratitude to my supervisor, Professor Chen Zhijie who has given me untiring and patient guidance and support ever since I became a student of his business translation course. Owing to his constructive suggestions, I managed to overcome all the obstacles in writing this paper.

My thanks also go to the lecturer Wang Hui who taught me the course and academic essay writing in the second semester of junior year. Her rigorous scientific attitude influences me a lot. This essay would never be possible without Ms.Wang’s systematic analysis of writing approaches.

Finally, I am particularly thankful to my beloved parents who have been the powerful source of encouragement to enable me to do better.

Contents

1. Introduction………………………………………………………………………..1

1.1 The Background of the Study……………………………………………….....1

• 1. The Significance of the Study…………………………………………………2

1. The definition and principle of tourism translation………………………………..3

2.1 Accuracy………………………………………………………...……………..3

2.2 Respect of cultural diversity……………………………...…………..………..4

2.3 Representation of the language’s beauty…………………......………………..4

1. Cross cultural awareness in translation from the perspective of tourism…...……..4

3.1 Construction of similar cultural structure…………………………...…….…...4

3.2 Consideration of cultural connotation…………………………...………...…..4

3.3 Acquirement of cultural equivalence……………………………………...…..5

3.4 Elimination of cultural interference and cultural barriers…………...………...6

4. Cultural differences in tourism translation……………………….……………….6

4.1 Difference in ethical value………………………………………………...…..6

4.2 Difference in thinking model…………………………………………...……..7

4.3 Difference in aesthetic standard……………………………….……...……….8

4.4 Difference in religious and customs………………………………….…….…8

4.5 Difference in language…………………………..…………………………….8

5. Tourism translation strategies ………………………………………………..…..9

5.1 Improvement of translators’ quality…………………………………………...9

5.2 Diffusion of tourism information…………………………………...………..10

5.3 Emphasis on culture loaded words…………………………………………...10

5.4 Interpretation of local culture…………………………………………….…..11

5.5 Transliteration...……………………………………………………...………12

6. Conclusions………………………………………………………………………..13

References…………………………………………………………………………....14

Study of Cultural Diffusion Strategies

in Tourism Translation

ChuJun

Department of English

School of Language and Culture

Nanjing University of Information Science amp; Technology

Abstract: As a cross-cultural communication activity, the purpose of tourism translation is not just to introduce Chinese tourist attractions to foreign tourists, but also to spread the Chinese traditional culture in some extent and promote cultural exchanges. Tourism translation plays more and more important role under the background of global economic integration. For translators, on the one hand, they need to have corresponding awareness of cultural differences and understand the cultural differences between countries, on the other hand they should create similar cultural construction and seek equivalence in cultural level so as to eliminate cultural interference and cultural barriers as far as possible, which is necessary to ensure translation accuracy and realize the reasonable conversion between the source language culture and the target language culture. In terms of the relationship between culture and translation, the paper analyzes the effects of different cultural background, thinking mode and language style and form on tourism translation, and explores the phenomenon of cultural transplantation in the process of tourism English translation in order to propose corresponding translation strategy. The aim of this paper is to offer some advice to tourism English translation in cross-cultural communication, and help to achieve smooth intercultural communication.

Key words: Cross-cultural communication; Tourism English translation; Cross-cultural awareness; Cultural Diffusion

摘 要：作为一种文化交际的方式，旅游翻译不仅仅是在向国外游客介绍中国的旅游资源，也在一定程度上起着传播中国传统文化，促进文化交流的作用。在全球经济一体化的今天，旅游翻译的作用越来越突出。对于译者而言，一方面，他们需要具备与之对应的文化差异意识，了解文化间的差异；另一方面，译者应该创造相似的文化建构，寻求文化层面的对等并可能地减少文化干预和文化障碍，这对于确保旅游翻译的准确性以及在源语文化和目的语文化之间实现合理的转化是必要的。本文从翻译文本的角度出发，从文化和翻译的关系着手，分析了文化背景，思考模式以及语言风格和形式的差异性对旅游英语翻译的影响，探究了旅游英语翻译过程中的文化移植现象，旨在提出相应的旅游翻译策略，为跨文化翻译中的旅游翻译提供有益启示，帮助实现顺畅的文化交流。

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