1、旅游文化翻译课程论文姓名：钟进 学号：201203074122 班级：英语翻译一班 任课教师：罗云 2015 年 6 月 20 日Tourism Translation in the Context of GlobalizationAbstract: Tourism translation is a kind of practical translation, which should be reader-oriented. So the translation needs to make sense to the readers of target language. Tourism tra
2、nslation under the context of globalization is, in fact, the exchanges among cultures. This paper centers on the factors that cause obstacles in the process of tourism translation under the context of globalization and the strategies to tackle them, and the paper takes Chinese and English tourism tr
3、anslation texts as examples for analysis.Keyword: Tourism translation; Globalization; Cultures. 1. Introduction 1.1. Tourism translation Tourism is the business of providing services such as transportation, places to stay or have entertainment, for people who are on holiday. So tourism texts refers
4、to texts related to tourism, including tourism advertisements, tourist schedules, slogans, public signs and information about scenic spots. One can know from above that tourism texts involve a wide range of knowledge from various fields, including contents as food, housing, entertainment, culture an
5、d customs. Tourism texts include almost all aspects of our life. Tourism translation is the translation on tourism texts.1.2. Tourism translation under context of globalizationTourism texts often bear a lot of cultural messages such as religion, philosophy, garden architecture, customs, historical a
6、llusions, ancient tales and literature. Those messages vary from region to region.Since the item “globalization” was born, its influence has involved in the various facets of politics, economy and culture. As a part of culture, therefore, language is influenced subsequently, which result in the infl
7、uence on translation.Tourism translation under the context of globalization possesses four characters: complex, diverse, comprehensive and interdisciplinary. The four characters indicate that under the context of globalization, tourism translation is no doubt influenced by cultural differences since
8、 each country or region has its own values, customs, and ways of thinking and so on. So tourism translation requires translators to acquire knowledge of various aspects. In other words, new requirements call for new strategies of translation.1.3. The relationship between tourism translation and cult
9、ural differencesTranslation is not the carrier of language itself, but the carrier of culture. It means translators especially tourism translators are required not only to possess accomplishments on both source language and target language but also to acquire all branches of knowledge. A translator
10、who could handle translation theories and skills very well while cant grasp cultural differences is still a loser whom couldnt have a sincere and effective communication with readers (here it refers to tourists). Therefore, the proficiency in mastering cultural differences is the key to improve the
11、quality of translation. Nida pointed out “Translation is an exchange between two cultures. For a real successful translation, knowing two cultures is more important than grasping two languages (because words become meaningful only in its effective background)” (1989). Tourism translation is no excep
12、tion or we can say that the importance of knowing cultural difference is more obvious in tourism translation 2. The factors of obstacles in the process of tourism translating under the context of globalization 2.1. Caused by cultural factors such as cultural vacancy and cultural conflicts.The natura
13、l surroundings and social environment make people form their own particular customs and mental characters. Custom is a common phenomenon and it has a very profound influence on culture. Language is the carrier of culture. People of different countries may have totally different ideas on the same thi
14、ng. Different geographical environments, historical conditions, religious beliefs and social customs would result in phenomena of cultural vacancy and cultural conflicts, that is, there is no counterpart in target language. Such as Chinese term“阴阳” 、 “风水 ”cannot find a counterpart in other languages
15、. The phenomena are very common in tourism translation.For example, in Chinese peoples minds “dragon” is the symbol of their ethos; they regard themselves as the descendants of dragon and are proud of being so. In ancient china, the emperors were called “the real son of dragon”. While in Western cou
16、ntries, people regard dragon as a kind of crucial monster and the symbol of evil. Its really a great contrast. This is a typical example of cultural conflicts.2.2. Caused by different modes of thinking of people in different countries.Modes of thinking are a cognitive process and it rules our langua
17、ge in the meantime. Take Chinese end Westerners as example. Chinese people prefer the thinking in images while English people prefer abstract thinking ways. Chinese people are characterized by their holistic thinking mode whereas Westerners are characterized by their linear thinking way. Chinese val
18、ue intuitive thinking but Westerners value rational thinking. As a result of it, Chinese tourists final purpose is always to get rid of the troubles and to escape from reality. They value the beauty in scenic spots, with which could provide them mental pleasure of aesthetic impact. Chinese tourism t
19、exts adopt ways of associating, exaggerating and quoting allusions to stimulate tourists to have a further imagination and interests. Chinese tourism texts are complicated and emphasize on its form and it often use four-word phrase.Western tourists tend to accept more accurate and authentic tourism
20、texts. They pay much attention to its function but not form. So the words they pick are simple and easy to understand. The whole text is usually short and concise. For example， theres a Chinese tourism text:“水映山容，使山容益添秀媚，山清水秀，使水能更显柔情，有诗云：岸上湖中各自奇，山觞水酌两相宜。只言游舫浑如画，身在画中原不知”Here is the English tourism ve
21、rsion of it “The hills overshadow the lake, and the lake reflects the hills. They are in perfect harmony, and more beautiful than a picture”3. The strategies to translate tourism texts under the context of globalization3.1. Addition Since tourism translation is directed toward foreign visitors, it i
22、s often necessary to add something to explain the cultural factors involved which may be unfamiliar to the foreigners such as cultural heritages, historical personages and events. Otherwise, the foreign visitors may feel confused. The added information is possessed of rich cultural connotation.For i
23、nstance, Chinese sentence“绍兴是越瓷的产地” would be translated to English version as “Shaoxing is the home of Yue Porcelain.(Yue is a state name used to refer to the Shaoxing region in ancient China ) ” . If we didnt add the information in the brackets, the foreign visitor would be absolutely confused by t
24、he relation between “Shaoxing” and “Yue”3.2. Rewriting Because of the differences in text organization, it is necessary to rewriting the tourism texts during the translation process in order to make the texts suitable for the reading habits of the foreign tourists.For example, “满树金花、芳香四溢的金桂；花白如雪、香气扑
25、鼻的银桂；红里透黄、花多味浓的紫砂桂；花色似银、季季有花的四季桂；竞相开放，争妍媲美。进入桂林公园，阵阵桂香扑鼻而来”, the English version is “The Park of Sweet Osmanthus is noted for its profusion of osmanthus trees. Flowers from these trees in different colors are in full bloom which pervade the whole garden with the fragrance of their blossoms.”Classica
26、l style of writing in tourism are often rewritten and transformed into style of prose.3.3. Analogy Analogy is a kind of rhetorical technique that compares two objects with similar characteristic. Analogy always work well in the tourist translation under the context of globalization, it likes a bridg
27、e between two cultures and makes the target texts easily acceptable.For example,“四姑娘山被誉为 蜀山皇后 ”is translated to “Mt. Siguniang (four maidens mountains) is well-known as the Queen of Sichuans Mountains and the Alps of the East”.3.4. Transliteration Transliteration applies for translation of names of
28、people and administrative areas, such as “李白(Libai) ”“北京(Beijing)”,“银川(Yinchuan)”rather than “Silver Stream”. But, in fact, transliteration is usually combined with free translation such as “太湖(Tahihu Lake)”, “黄山(Huangshan Mountain)”. While if the name is not a two-word one, then the last word shoul
29、d not be transliterated such as “普陀山 (Putuo Mountain)”and “峨眉山 (Emei Mountain)”.4. Conclusion This paper discussed the factors that cause obstacles in the process of tourism translation under the context of globalization and the strategies to overcome them. In the process of translating, we should t
30、ake cultural differences into consideration. Only in this way, translators can make foreign tourists have a better understanding of cultures in other countries. All in all, having the awareness of context under globalization in the process of tourism translation is a key to make a successful tourism
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