旅游营销视角下非遗旅游外宣英译研究——以山西省为例

C-E tourism publicity translation of intangible cultural heritages from the perspective of tourism marketing——A case study of Shanxi Province

中国历史悠久,非遗旅游资源丰富,但由于中国旅游外宣国际营销力依然不足致使我国入境旅游发展缓慢。这就要求在非遗旅游外宣翻译中,译者应借鉴旅游营销思维来指导外宣翻译,使译文切实成为旅游营销信息的传播载体,以增强我国非遗旅游外宣的国际营销力。分析了山西省非遗旅游外宣翻译研究中存在的问题和原因,并提出应在旅游营销思维引领下,做好非遗旅游外宣翻译的理论和实践研究,试图为我国非遗旅游外宣翻译探索出一条适合的路径。

With a long history, China has abundant and glorious intangible cultural heritages(ICH). However, due to weak international marketing of its tourism industry, China’s inbound tourism is developing slowly. Therefore translators should be aware that tourism publicity translation should be guided by a marketing mindset to make translation beneficial in international tourism marketing. By analyzing the problems of tourism publicity translation of Shanxi’s intangible cultural heritages, this paper proposes that guided by the tourism marketing mindset, more theoretical and practical research should be done in tourism publicity translation of ICH, which may explore a suitable way for tourism publicity translation of China’s intangible cultural heritages.