Did You Try Our Good Smoked Ham? Assessing the Quality of Translation as Cross-Cultural Mediation on Croatian Tourist Board Websites

Abstract

Tourist discourse has been recognized as a specialized type of cross-cultural communication. Thus, successful translation of tourist texts assumes that translators act as cross-cultural mediators on a number of levels. The rather low quality of translation in the tourism sector has been pointed out by several Translation Studies scholars. However, not much systematic empirical research on the quality of translation in this sector has been carried out. This paper analyses a corpus of multilingual websites produced by Croatian tourist boards. In the analysis of the data I rely on the criteria for assessing translation quality of web translation developed by Pierini (2007), and place a special focus on the achievement of pragmatic level equivalence between source and target texts as a major criterion of successful cross-cultural communication in the translation of tourism discourse.