Translating Tourism Landscapes: From Nature to Urban

Abstract

Nature and urban tourism are two of the most important segments in the tourism industry and, therefore, among the most important categories marketed globally. Nevertheless, promoting nature and urban tourism across languages and cultures might not be as straightforward as it may seem. Due to different worldviews and cultural values, they are conceptualised differently by different societies. These differing conceptualisations have significant implications for cross-cultural tourism promotion and therefore for the translation of tourism promotional materials. Adopting the cultural-conceptual translation model, this chapter explores the challenges involved in translating English tourism promotional materials into Malay and investigates the extent to which naturescape and cityscape themes employed to lure Anglophone tourists are compatible with the Malay culture. The findings reveal that the conceptualisation of these landscapes is ultimately dictated by cultural values which underlie the language of tourism promotion. Thus, in order to translate tourism promotional materials effectively, the deep cultural level of the language of tourism promotion must be addressed adequately. Creating the intended effect on the target text audience may require these landscapes to be re-represented and re-positioned consistent with the cultural needs, preferences and expectations of that audience.