Korolkova S.А., Novozhilova А.А., Sheyko А.М. Tourism Discourse: Strategies and Difficulties in Translating Hotel Websites

DOI: https://doi.org/10.15688/jvolsu2.2017.3.8

Svetlana A. Korolkova

Candidate of Sciences (Pedagogy), Associate Professor, Department of Translation Theory and Practice, Volgograd State University

Prosp. Universitetsky, 100, 400062 Volgograd, Russian Federation

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http://orcid.org/0000-0003-2083-4101

Anna A. Novozhilova

Candidate of Sciences (Philology), Associate Professor, Department of Translation Theory and Practice, Volgograd State University

Prosp. Universitetsky, 100, 400062 Volgograd, Russian Federation

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http://orcid.org/0000-0001-7601-9048

Anastasia M. Sheyko

Candidate of Sciences (Philology), Assistant Professor, Department of Translation Theory and Practice, Volgograd State University

Prosp. Universitetsky, 100, 400062 Volgograd, Russian Federation

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http://orcid.org/0000-0002-8669-2292


Abstract. The article presents an analysis of one of the most dynamically growing spheres of translation – translation in tourism, namely localization of hotel websites. Undoubtedly, the Internet is the main source of information retrieval and a tool enhancing tourism attractiveness of a destination, which means that while translating hotel websites one should pay great attention to the language content. The analysis conducted by the authors allows concluding that most of the translations feature a lot of language mistakes: from lexical incongruity to spelling, making translated texts unreadable and not corresponding to their communicative and pragmatic functions. If a translator holds a basic strategy of producing a new text using peculiar stylistic markers and figurative language, characterizing other linguistic culture, and sometimes changes the form and structure of the text in the source language, then the translated text functions as an element, attracting new customers. This situation reflects the existence of highly widespread problems, found in the sphere of translation: the growing number of people speaking foreign languages makes professional competences of translators worthless. Together with the expansion of Machine Translation it lowers the quality of a "ready" product – localized text – making recipients and senders to perceive the inferior language content as normal.

Key words: translation, tourism, attractiveness, website localization, pragmatic adaptation, linguistic culture, professional competence, language norm.

Citation. Korolkova S.А., Novozhilova А.А., Sheyko А.М. Tourism Discourse: Strategies and Difficulties in Translating Hotel Websites. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2, Yazykoznanie [Science Journal of Volgograd State University. Linguistics], 2017, vol. 16, no. 3, pp. 80-89. (in Russian). DOI: https://doi.org/10.15688/jvolsu2.2017.3.8

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Tourism Discourse: Strategies and Difficulties in Translating Hotel Websites by Korolkova S.А., Novozhilova А.А., Sheyko А.М. is licensed under a Creative Commons Attribution 4.0 International License.

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