翻译传播学视角下旅游网站英译的外宣研究——以陕西历史博物馆英文网站为例

Research on Publicity Translation of English Version of Tourism Websites Based on Translation Communication——A Case Study of the English Website of Shaanxi History Museum

随着经济全球化的不断加深和互联网的不断普及,旅游网站英译成为对外宣传风景名胜、吸引国外潜在游客、塑造旅游大国形象的重要途径。目前,国内旅游网站英文版存在传播内容少、外宣效果差、受众意识弱等问题,以往鲜有学者从翻译学和传播学的交叉视角共同探讨旅游外宣问题。该文从翻译传播学的角度,结合陕西历史博物馆的英文网站,以翻译传播学的“6W”模式重点分析国内旅游英文网站在译者、翻译传播客体、媒介、受体这四个层面的问题,并总结出不同层面下旅游网站的翻译策略和传播策略,以期推动我国旅游网站的海外传播,吸引更多海外潜在游客。

Driven by the development of economic globalization and the Internet,English version of tourism websites serves as an important way to give publicity about domestic tourism,attract potential foreign tourists and shape the image of a major tourism country.Currently,the English version of domestic tourism websites has some problems,such as fewer communication contents,poor publicity effects and weak audience awareness.In the past,few scholars discussed tourism publicity from the perspective of translation and communication.This paper,based on the English website of Shaanxi History Museum,uses the"6W"model of translation communication to analyze the problems in domestic tourism English websites from the translator,contents,the media and audiences.And it summarizes the translation strategies and communication strategies of tourism websites from these four aspects,in order to promote the overseas dissemination of China's tourism websites and attract more potential foreign tourists.