旅游翻译顺应性美学传递与旅游地映像构建

Relationship between Aesthetic Transfer for Tourism Translation and Destination Image Construction

在国际旅游宣传中，旅游宣传资料在旅游营销中占据极其重要的作用，关系到旅游地映像构建（constructionofdestinationimage）。在宣传资料的翻译中，由于考虑到营销目的文化背景，以及目标潜在旅游者的接受度等因素，常常会将译文做出顺应性调整，以求达到美学传递的效果。从澳大利亚对华宣传和中国对北京城的介绍之对比，可以从功能翻译角度探究在跨文化背景下旅游翻译对旅游地映像构建的作用。

Tourism Image Construction is very important in tourism marketing, which influences decision making of poten- tial tourists. Verbal itdluence is as important as iconography. However it often happens that the original text does not exact- ly equal to the meaning of translated text from cross - cultural perspectives. The transfer of aesthetic should be very impor- tant for tourism translation and thus for destination image construction. How functional translation works for destination im- age construction can be investigated through two examples： Australia Tourism Promotion in China and Introduction of Bei- jing in Lonely Planet.