What are the classifications of tourism translation?

International tourism promotion or tourism information service cannot be separated from translation. "Tourism translation, due to its particularity, diversity and complexity, is still not familiar and mastered by our translators." (Huang Youyi, 2007) Tourism has the special function and role of driving and promoting the development of many industries, and undertakes the historical mission of establishing cross-cultural exchanges and understanding. It is of practical and special academic significance to carry out tourism translation research.

I. Tourism Translation: Definition and Practice

Professor Chen Gang's definition of tourism translation is that tourism translation should be aimed at the translation (practice) of tourism activities, tourism majors and industries, and belongs to professional translation. Generally speaking, tourism translation is a cross-language, cross-society, cross-time, cross-cultural and cross-psychological communication activity. Compared with other types of translation, it is more direct, prominent, typical and comprehensive in cross-cultural and cross-psychological communication (2004: 59). This definition accurately and comprehensively reflects the characteristics and theoretical support of tourism translation practice. According to the characteristics of tourism translation, Professor Chen Gang classified this kind of "professional translation" as follows:

1. Classification of translation means: guiding translation; Interpretation (visual translation, simultaneous interpretation, simultaneous interpretation); Translation; Machine translation.

2. Classification of languages and symbols; Intralingual translation; Interlanguage translation; Translation between symbols.

3. Classification of target language/target text and target language/target text: mother tongue-foreign language; Foreign language-mother tongue.

4. Translation discipline classification: professional translation; General translation; Literary translation.

5. Classification of translation methods: full translation; Translation: abridgement, abstract, explanation, revision, compilation, reference, translation, summary/translation, translation and writing, etc.

6. Classification of tourism translation: 7. Classification of occupational nature; Institutional translation; Professional translator of travel agency; Full-time tour guide of travel agency; Part-time tour guide of travel agency; Freelance tour guide Work field (or business scope) classification: professional translation of travel agencies; Local translation; Guide translation throughout the process; Designated tour guide; International tour guide. (2004: 60-63)

Regarding the classification of the theme and genre of tourism translation, Professor Chen Gang mainly introduced the contents and forms of tour guide translation, and made a simple explanation, integrating theory with practice. Looking at the functions, methods, working forms and text categories of tourism translation from a macro perspective, it is not difficult to find that they all exist in the big system of tourism propaganda and information service, and they interact and complement each other. Since the beginning of 2 1 century, tourism promotion and information service have been guided by the theory of integrated marketing communication. "Integrated marketing communication refers to the unified integration of all communication activities related to enterprise marketing. On the one hand, integrated marketing communication covers all communication activities such as advertising, promotion, public relations, direct selling, CI, packaging, news and media, on the other hand, it enables enterprises to convey unified communication information to target consumer groups or individuals in an integrated form. Its main purpose is to meet the information needs of customers through multi-channel, multi-level and multi-form communication between enterprises and customers, determine the unified promotion strategy of enterprises, coordinate the use of different means of communication, and give full play to the advantages of different means of communication, so that enterprises can achieve low-cost promotion and publicity, form a high-impact promotion climax, and realize the promotion marketing tactics and strategic goals of enterprises. " (yuechi county Consulting Network, 2007)

The application of integrated marketing communication theory in tourism not only affects the choice of "text" content and language style, but also makes the text content and function which are relatively far away from each other with the printed and broadcast media support, complement and coordinate with each other under the premise of enterprise marketing objectives, forming a sparse and seamless three-dimensional communication network system. Guided by the theory of integrated marketing communication, tourism translation in the context of globalization no longer pays attention to individual sentences and discourses, but pays more attention to the realization of tourism information services and the marketing objectives of * * *, and pays attention to dynamic tourism information and static tourism information systems with different functions, as well as the relationship between the functions and specific purposes of each discourse. The main contents of the dynamic information and static information system that constitute the tourism promotion or information service system include:

1. Dynamic tourism information (interpretation): tour guide, negotiation, explanation, consultation, shopping guide, conference interpretation (simultaneous interpretation), performance, personnel recommendation, consultation, travel consultant, crew, telephone, special events, image endorsement, driver, etc.

2. Static tourist information (translation): guide map, traffic map, tourist guide, scenic spot introduction, picture album, product catalogue, promotional materials for activities, advertisements, news, menus, posters/posters, souvenirs, means of transportation, public signs, city orientation, shopping guide in shopping malls, national conditions, audio tapes, video tapes, films, slides, networks, exhibitions and festivals.

The attributes of tourism include: 1 according to the specific functions in the information service system. 2. Educational; 3. information; 4. leisure; 5. publicity; 6. Public relations.

According to the tourism promotion information service, the regional/target market is divided into 1. Overseas/tourist destinations; 2. Home/destination.

According to the identity of information service providers, it is divided into 1. International institutions; 2. Regional institutions; 3. National institutions; 4. Provincial and municipal institutions; 5. Regional institutions; 6. Enterprise organization; 7. Scenic institutions; 8. Industry organizations; 9. Media organizations; 10. Tourists, etc.

According to the industry category of information service providers, it is divided into 1. Government; 2. organization; 3. Enterprise; 4. individuals.

According to the object category of information service, it is divided into 1. It directly serves tourists; 2. indirectly serve tourists.

According to the cycle category of information service, it is divided into 1. Long-term; 2. Medium and long term; 3. medium term; 4. In the near future; 5. Recently; 6. Short-term; 7. Instantly.

According to the accuracy of information service content, it is divided into 1. It is highly accurate; 2. accuracy; 3. Basically accurate; 4. Broad; 5. general

It is divided into 1 according to the information service mode. Open and 2. Concealed. The subdivision of internal categories of tourism information service system follows this model.

One principle is to take the service object-tourists as the core. It is this special consumer group whose composition and needs are diversified, and the theme and genre forms of tourism information almost include the vast majority of forms contacted by translation practitioners. There will not be one or more translation strategies and methods. The dynamic and static tourism information of the tourism information service system, each functional information carrier and each information provider provides information services according to the development degree of the tourism market and the characteristics of tourists' needs; Dynamic and static tourism information systems are two branches, and functional information carriers and information providers coordinate and complement each other, forming a macro and micro tourism information service network system to meet the growing cultural and information needs of tourists with different cultural backgrounds, consumption orientations and consumption stages. In the process of tourism management, translators are needed to advance wave after wave in the exchanges between enterprises, governments, industries and international organizations. With the continuous expansion of the connotation and extension of "tourism", the application fields of tourism translation will become wider and wider.

Second, tourism translation: status and role

Since the debate about what is "translation" continues, the status and function of "tourism translation" will naturally be different. "Tourism translation" can completely continue its "freelance" career like literary translation. "Tourism translation" can also occupy a corner, accept the arrangement and assignment of superiors in tourism management agencies or government organizations, and continue to write and broadcast between mother tongue-foreign language, foreign language-mother tongue, target language/translation, and target language/translation. "Tourism translation" can also be employed by a specialized translation service company to directly serve a specific tourism enterprise or institution. The format of tourism translation can be "self-determination", but under the global economic conditions, they actually serve a system-tourism information service system in different places, at different times and in different ways. The efficiency of this system varies with the quality of participants, the level of enterprise management and the level of national development. Responsible and marketing-savvy tourism translation should not only carry out concrete text conversion from sentence and text level in this big system, but also assess the situation from the perspectives of global market structure, national and enterprise development goals, tourism product life cycle, tourists' cognition and consumption characteristics, and complementary coordination of different forms of tourism service information, so as to carry out cross-cultural communication and tourism exchange.

The ideal format of "tourism translation" should be one of the core members of the team of tourism information service providers, and should participate in every step of the operation and practice of integrating marketing communication from planning to evaluation and summary. In this process, the translator should not only be selfless, but also ignore the influence of feminism, post-colonialism, cannibalism, manipulation and interpretation, and seek truth from facts in real time. Only in this way can the translated works achieve the preset purpose of overall promotion or information service, adapt to the popular theme norms in the target market, pay close attention to the culture, thinking and consumption habits of the audience or specific tourism groups, and realize the accurate cross-cultural communication of "tourism translation".

At present, translators working in advertising companies, public relations companies and communication companies are all involved in advertising copy planning, brand transformation, news translation writing and billboard compilation in different ways. The investment in international promotion and information service of tourism is huge, and the expected market return of tourism enterprises and tourist destinations is also extremely high; Mass media is widely used in the international promotion and information service of tourism, and the information coverage is rapid and extensive. Therefore, the positive feedback is rapid and strong. The international promotion and information service of tourism are carried out across regions, cultures and countries, and the requirements for cultural sensitivity and adaptability are equivalent to those of local culture; The international promotion and information service of tourism are carried out simultaneously in the fierce competition between different markets and local markets. It is necessary to plan and spend thousands of miles, but also to make overall plans and win the battle in front of the city. Translators' cross-cultural awareness, bilingual quality, organization and coordination level, individual combat and teamwork ability should all be excellent in the world. Due to their limited knowledge of foreign cultures, contexts and consumer groups, the "clients" employ tourism translators to "translate", not deliberately asking translators to "convey" or "explain" their words in pursuit of "image goal" and "profit goal optimization". Tourism translators should try their best to spread it in order to pursue the "image goal" and "profit goal" of enterprises and the greatest satisfaction of tourism consumers.

Three. Tourism Translation: Principles and Standards

Professor Fang Mengzhi recently wrote that "achieve the goal?" 6? 1 compliance? 6? 1*** Metaphor-Three Principles of Applied Translation is a great progress in the study of applied translation theory. Professor Lin Kenan put forward the translation principle of "reading, reading and writing" in practical translation, Professor Ding Hengqi put forward the translation model of "imitation-reference-innovation" and Yang Qingping put forward the functional principle and normative principle under the guidance of purpose. These translation models or principles have positive significance and applicability. Inspired by the above research and Yan Fu's translation thought, Professor Fang put forward three principles of applied translation, namely, achieving the goal, observing the law and speaking people, in order to improve the applicability to the practice and research of applied translation in a wider range, improve the generalization and explanatory power of the theory, achieve the goal and convey the gist. Follow the rules-follow the target language specification; * * * metaphor-let people understand. The three have their own emphasis and are mutually causal. " (Fang Mengzhi, 2007)

Professor Fang's three principles of applied translation, that is, "to achieve the goal, to observe the rules and to be talented", bring together several major elements that should be paid attention to in current translation practice and translation teaching. "The three have their own emphases and are mutually causal." Practicality is the basic principle of translation practice and quality dynamic management. The diversity of tourism translation practice, the diversity of translators' backgrounds, the diversity of promotion and communication goals and the concrete accuracy of communication goals require not only principled translation standards, but also operational implementation standards. Tourism translation is different from single literary translation, scientific translation, current political translation and foreign affairs translation. The quality of translation depends on the expectations of customers, the amount of capital investment, the length of time period, the qualifications of translators, the level of management, the advantages and disadvantages of supporting conditions, the changes of audience characteristics and other factors, which determine that the quality inspection standards of translation are dynamic and adapt to the actual development level of the market.

In addition, it is worth seriously considering that the translation criteria applied to translation teaching and translation research can be relatively constant and unified; In translation practice, the translation criteria adopted in reality are dynamic, operational, qualitative and quantitative, with the satisfaction of customers/customers or viewers/consumers/tourists as the evaluation scale. Drawing lessons from the planning mode of integrated marketing communication scheme and following the three principles of applied translation, the standards of tourism translation can be refined into operational translation Brie, F, macro-and micro-cultural and contextual factors of target market, cultural characteristics, psychological state and language style of specific target audience, concrete projects that can be achieved are consistent with the purpose of planning, the relationship and connection between specific projects and planning, and the advantages and characteristics of media used in different texts. All of them are presented to the translator, so that the translator can accurately lock the "target" under the guarantee of strict program management, quality management and personnel management measures, and make a translation that meets the needs of the market, the satisfaction of the audience and the expectations of customers; Take on the multiple roles of matchmaker, mediator and disseminator.

Four. conclusion

The Translators' Association of China has held two seminars in recent years, and selected the best translation of Guilin Landscape is the best in the world. Professor Wu Weixiong's translation "Guilin's landscape is the best in the world" won the gold medal in the competition. Since then, the Translators' Association of China has once again organized experts to offer suggestions and put forward the translation of "Guilin is the most beautiful by water, mountains". If used in educational tourism texts, these translations are full of poetry, vivid images and strong literary colors; However, if it is applied to overseas tourism promotion, there may be problems of alienation of pertinence, image and fashion.

The translation of the slogan "One World, One Dream" of the 29th Olympic Games fully takes into account the contextual factors of globalization, peace and development, which are the same needs of people with different cultural backgrounds in the world, and the translation process is also rigorous. The translation of travel notes and tourist films is full of literary meaning. Travel contracts and insurance agreements are close to "legal translation", tourism advertisements and product catalogues are related to "business translation", and tourism news and tourism public relations are related to news and media translation. The translation of public signs and menus is a "superb" new field, which requires new thinking and new perspectives. Tourism translation should not have a set of unique skills just because it serves tourists and the tourism industry; Translation should not be "self-righteous" just because it involves tourism. The study of tourism translation is of great theoretical significance to the whole translation study. Throughout the history of translation studies in the world, it is not difficult to find that literary translation theory research has formed a system and genre, which is relatively perfect and mature; In recent years, the breakthrough of translation theory research is in the field of applied translation. In view of the relatively short history, wide coverage, strong demand and distinctive characteristics of tourism translation theory research, the space for theoretical innovation and breakthrough has been presented to us under the background of globalization.

(Author: Lu Hefa Zhou Jianbo Source: Shanghai translation)