International scientific e-journal

ΛΌГOΣ. ONLINE

7 (March, 2020)

e-ISSN: 2663-4139
КВ №20521-13361Р

PHILOLOGY

UDC 811:379.8

DOI 10.36074/2663-4139.07.04

TOURISM TRANSLATION: THE KEY PECULIARITIES

   Yurko N.A.

Senior Lecturer at the Department of Ukrainian and Foreign Languages

Lviv State University of Physical Culture named after Ivan Boberskyi

 

Styfanyshyn I.M.

Senior Lecturer at the Department of Ukrainian and Foreign Languages

Lviv State University of Physical Culture named after Ivan Boberskyi

 

Protsenko U.M.

PhD in Pedagogy, Associate Professor at the Department of Ukrainian and Foreign Languages

Lviv State University of Physical Culture named after Ivan Boberskyi

 

Slodynytska Yu.R.

Lecturer at the Department of Ukrainian and Foreign Languages

Lviv State University of Physical Culture named after Ivan Boberskyi

 

УКРАЇНА


Abstract. Tourism is a worldwide industry. It operates in almost every language all over the world. Connecting with target audience is one of the greatest challenges that tourism sector commonly faces. Thus, tourism translation is a basic need to speak the languages of the consumers. Due to the rising actuality of translation in the field of tourism, the research examines the main peculiarities of translation for tourism industry. Tourism translation brings its own issues, consideration of which provides the specialists with the necessary knowledge to create the quality translations in the sphere of tourism and travel.

Keywords: tourism industry; target audience; tourism translation; cross-cultural communication; tourism product and services.

Problem statement. Travel and tourism is traditionally a global industry. The tourism industry has become an important source of income for many regions and even for entire countries [1]. Cultural diversity has widened the customer base of the travel industry. For long, the sector relied on English as solution to enable communication, especially between travellers and locals. Over the years, it has become increasingly dependent on English. The opening of more parts of the world to foreign travellers as well as the advances in technology and communication tools indicated the apparent desire of travellers to communicate in their own languages. It might not be possible to open travel offices around the world, but it is possible to speak the languages of the consumers through translation. This alone gives a lot of reasons to invest in translation for travel and tourism industry.

Analysis of research and publications. The recent sources analysis testifies the increasingly much attention being paid to the various issues of tourism and other social environment [2; 3; 4; 5]. Studies indicate that only four of the top ten countries with tourists who travel abroad have English as their first language. This is where translation in tourism has become so important.

Purpose of the article. Considering the growing necessity of translation in the travel and tourism sector, the research is aimed at examining the main peculiarities of translation for tourism industry.

Main material. Tourism industry is full of opportunities, but it also comes with a variety of complications. Tour offices operate in many places worldwide and in various languages. However, the industry finds it very challenging to connect with the target audience. This is something that only can be achieved by tourism specialists able to expand their language abilities, taking into account the key features of tourism translation that appear to be as follows.

No automatic translators. The tourism sector has been one of the fastest and best at adapting to digitalisation, and people have quickly got used to booking their hotels, flights etc. on the internet. The swift entrance of the tourism sector into the digital world has obliged the companies involved to translate all kinds of content. The internet has no barriers and the number of potential clients speaking different languages has grown significantly. When buying or booking something, customers pay a lot of attention to the site they are buying on. Poor translation mistakes of the popular automatic translators can have a huge impact, suggesting carelessness and not inspiring confidence to the potential clients. For companies that are serious in their efforts to attract, retain and please tourists, it is vitally important that translation is carried out correctly. Otherwise, no matter how good the business might be, people are not likely to stop for much more than taking a photo. This is why expert translators are needed when it comes to even simple things like translating tour materials, travel guides and other things that people will typically use when they are on holiday.

Native translators. One of the main difficulties of tourism translations is that the messages tend to be informal and very much adapted to the culture of each country. That is why working with native translators is key. A native professional is a basic requirement for any translation but is even more important in translation for tourism. The agency should have native translators and, ideally, should live in their country of origin. Being native means that they are experts in the language they translate into; and living in their country of origin means that they are up to date with the subtleties that are continually being introduced into a language, and that are difficult to keep up when not living the language on a daily basis.

Multi-language translation. A diverse group of visitors needs a diverse translation strategy. It is all too easy to employ just a few experts, but when people from all over the world are coming to visit, and there is a necessity to expand the visitor numbers, it is vital that everyone is a potential advocate. This means employing a multi-language translation strategy that takes real expertise, bringing tourists what they want in a range of languages. By working with a team of experts, tourism boards can offer their materials to as wide a group of visitors as possible, greatly increasing the chance they will all have a fantastic time and want to come back.

Aspirational language. Selling a tourism product or service is much more difficult when it is necessary to sell them in a foreign language. The tourism industry can usually only offer words, images and videos of the product before the consumers makes their purchase decision, so getting these right is important. Aspirational language is one of the most vital parts of making anyone's holiday come to life. It is the reason people will go on holiday, and the reason they will remember it and want to come back. Thus, there is a need for translators able to not only translate the language, but also take as much original meaning across the hurdle, retaining style where possible. Therefore, the language of tourism needs to persuade and seduce the target audience in order to convert them from potential clients into the actual ones.

Creative translation. One key language service that aids in the creation of high-quality multilingual content is creative translation. This form of translation is a means to stop and reflect on the meaning of a message. It is an opportunity to contemplate, adapt, change or completely rewrite the text. This process uses the target language’s grammar and nuances to create a culturally adapted message. The key difference to a standard translation is that the translator has a greater creative license and can further adapt the text to suit the target language. This makes it a perfect match for the tourism industry. The number one factor for buying a holiday is the excitement tourists feel while purchasing their holiday. The use of emotive and creative language in the native tongue is key to success in the increasingly connected world.

Localisation. Going further than translation, localisation is the process of culturally adjusting the content to a given language and audience. Localisation is comprised of multiple adjustments that ensure the content is marketed correctly to a global audience. These adjustments usually include: altering the colours, fonts and images of graphics; modifying design and layout to adhere to new languages; adjusting to local currencies, dates, or phone numbers; performing multiple other adjustments that mould the content to those of target. All of these play a vital role in creating valuable multilingual content. Its importance cannot be understated, for businesses that use localisation will always stand out. Using localisation conveys speaking the reader’s language. Localised content is the end-product, but how to get there language-wise completely depends on the translation techniques meant to use.

Familiarization. A really important part of translation for tourism is content in which the company talks about a city, a landmark or any other spot that is worth visiting. In these cases, original texts tend to include all kinds of details and subjective judgements to make them as visual and attractive as possible. If a translator has never visited these places and does not know what they are really like, it can be complicated to translate descriptions of them into another language. Even understanding the original text, it is difficult to translate it and be sure that the description is true to reality. Sometimes, it is even necessary for the translator to look for extra information about the place in travel guides or other blogs.

Blogging in the target language. As blogging is becoming fashionable again, more and more managers are looking at how they can adopt this strategy to attract additional clients. If the brand is already fortunate enough to be writing a blog, the importance of language becomes evident, as well as how high quality writing makes for a good blog. Machine translating a blog will not work at all, since the best semi-comprehensible text will not even remotely resemble a professional blog. There are situations when machine translation makes a lot of sense, but that is not the case for this type of high-quality, creative content. On the other hand, just having the blog in one language is almost just as bad, even if it is better than going down the machine translation route. The good idea is to have native speakers creating new content for their respective territories, or let creative translators adapt the content.

Conclusions and suggestions. Translating for the tourism industry is challenging. It is difficult to adapt the source content to fit other audiences. What comes into play is the preference of different target audiences. It requires the need for cross-cultural communication of the highest level. The industry usually combines beautiful descriptions, stunning photographs and exciting videos of the destinations in order to convince consumers to buy. Therefore, it is very vital that these elements are done correctly to come up with highly convincing written content and visuals for travel brochures, fliers etc. This means that it is beyond standard translation. Translators for the tourism business perform the role of mediating the content to ensure that it is available to tourists who may not be the same type as the tourists originally targeted by the source content. Translation for tourism brings its own issues with it and it is important to know how to deal with these. Thus, considering the key difficulties and peculiarities of translation for tourism industry provides the specialists with the necessary knowledge to create their impeccable translations.


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ПЕРЕКЛАД У ГАЛУЗІ ТУРИЗМУ: ГОЛОВНІ ОСОБЛИВОСТІ

Юрко Н.А.,
старший викладач кафедри української та іноземних мов
Львівський державний університет фізичної культури імені Івана Боберського
УКРАЇНА

Стифанишин І.М.,
старший викладач кафедри української та іноземних мов
Львівський державний університет фізичної культури імені Івана Боберського
УКРАЇНА

Проценко У.М.,
канд. пед. наук, доцент кафедри української та іноземних мов
Львівський державний університет фізичної культури імені Івана Боберського
УКРАЇНА

Слодиницька Ю.Р.,
викладач кафедри української та іноземних мов
Львівський державний університет фізичної культури імені Івана Боберського
УКРАЇНА

Анотація.
Туризм – це всесвітня галузь, що функціонує практично будь-якою мовою світу. Зв'язок із цільовою аудиторією є однією із найбільших проблем, з якими зазвичай стикається сектор туризму. Відтак, переклад у галузі туризму є необхідною потребою для комунікації мовою споживача. З огляду на актуальність перекладу в туристичній галузі, у статті розглянуто головні особливості перекладу для галузі туризму. Певні аспекти, властиві перекладу в туристичній галузі, необхідно враховувати відповідним фахівцям при здійсненні якісних перекладів для сфери подорожей і туризму.


Ключові слова: туристична галузь; цільова аудиторія; переклад у галузі туризму; міжкультурна комунікація; туристичні товари та послуги.

© Юрко Н.А., Стифанишин І.М., Проценко У.М., Слодиницька Ю.Р., 2020

© Yurko N., Styfanyshyn I., Protsenko U., Slodynytska Yu., 2020

 

This work is licensed under a Creative Commons Attribution 4.0 International License.

PUBLISHED : 25.03.2020