Exploring Cultural Losses in the Tourism Website Translation: A Case Study of Trip.com

Abstract

The relentless growth of the tourism sector is fostering an increasingly pronounced demand for the translation of tourism websites. Nevertheless, the translation quality of tourism websites has garnered criticism attributed to inaccuracies in translating cultural references, leading to potential cultural losses in conveying cultural references. Despite the growing demand for accurate translation, a lack of research exists to address cultural losses and in the translation of Chinese cultural references into English. This study investigates the categories of cultural losses in the cultural references’ translation on tourism websites; specifically, Trip.com was selected as the case. Moreover, this study examines how the overall translation method, at a macro-level, is influenced by the specific translation strategies identified at a micro-level and how this, in turn, impacts cultural nuances and potential losses. The current study adopted a qualitative approach and unveiled five distinct categories of cultural losses encompassing historical background, rhetorical devices, local customs, religion, and aesthetic images. The findings revealed that foreignization emerged as the prevailing macro-level translation method, significantly influencing the incurred cultural losses within the context of cultural references. This study’s findings emphasized the necessity of addressing cultural losses in cultural references’ translation on tourism websites. The identified cultural losses and the dominance of foreignization highlight the imperative for nuanced translation strategies. This study shed light on the equilibrium between cultural preservation and effective communication. By striking this equilibrium, the tourism industry can effectively accomplish its objective of nurturing profound cross-cultural interactions that resonate with a diverse global audience.