A Study Of C-E Translation Criteria For Tourist Websites From A Perspective Of Glocalization

As a webpage, tourist website has the nature of being multi-semiotic and cross-cultural, and the nature of being informative and promotional as well, both of which have complicated the traditional translation studies. Cattrysee (2001) first integrated the translation of the verbal components with the visual components of the message. Scholars, such as Salazar (2004), Cappelli (2007), Pierini (2007). who have explored some approaches toward translating tourist websites. However, there are few studies related to tourist website translation in China.Based on the preliminary study and analysis of Ctrip and the comparison with Expedia, we can find that there are many linguistic or pragmatic errors in the tourist website translation, and there are no feasible translation criteria for tourist websites.This paper sets out to have a discussion on the relationship between glocalization and tourist website translation, and then carry out a case study on the translation of Ctrip by comparing with that of Expedia, and finally raise the C-E translation criteria for tourist websites. From the perspective of glocalization, the author suggests to raise the translation criteria of tourist websites as follows:1) a glocal perspective should be taken into consideration;2) the web content should be textually correct, informative and promotional; pragmatically adaptative, and technically operational.