Abstract
In the context of “the Belt and Road”, cultural tourism has made rapid development. The integration of culture and tourism brings new challenges to tourism industry. The major project of cultural tourism communication is how to conduct intercultural communication in the context of foreign cultures. The study analyses the intercultural communication model and the problems of cultural tourism communication from the perspective of culture shock and cultural tourism translation, and presents the specific strategies including improving the quality of text translation of cultural tourism, and strengthening effectiveness of cultural tourism communication, and cultivation of tourism talents, which helps promote the soft power of cultural tourism communication.
Highlights
With the advancement of the “Belt and Road Initiative”, President Xi Jinping, general secretary of the Communist Party of China (CPC) Central Committee and chairman of the Central Military Commission, once said “We will improve our ability to engage in international communication so as to tell China's stories well, make the voice of China heard, and present a true, multi-dimensional, and panoramic view of China to the world.”
China is a country with ancient civilization with abundant tourism culture resource, and great change has happened to Chinese tourism in that China has become a country famous for its great tourism from a country with abundant tourism resources
The language sign reflects regional cultural values and social regulation, and it is a tool of intercultural communication and a channel to know about foreign cultures
Summary
With the advancement of the “Belt and Road Initiative”, President Xi Jinping, general secretary of the Communist Party of China (CPC) Central Committee and chairman of the Central Military Commission, once said “We will improve our ability to engage in international communication so as to tell China's stories well, make the voice of China heard, and present a true, multi-dimensional, and panoramic view of China to the world.” China is a country with ancient civilization with abundant tourism culture resource, and great change has happened to Chinese tourism in that China has become a country famous for its great tourism from a country with abundant tourism resources. China is a country with ancient civilization with abundant tourism culture resource, and great change has happened to Chinese tourism in that China has become a country famous for its great tourism from a country with abundant tourism resources. The international development of cultural tourism, especially the culture communication, is confronted with new challenges. High quality culture tourism service is urgently needed for the global communication and improvement of Chinese international image and status. According to the Statistics Centre of Ministry of Culture and Tourism, in 2018, domestic tourists reached 5.539billion, up 10.8 per cent from a year earlier. In 2019, the number of inbound visitors to China reached 145 million, up 2.9 per cent from a year earlier (fig). The international tourism revenue in 2019 reached $131.3 billion, up 3.3 per cent from a year earlier (fig 2)
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