On C-E Translation Of Tourism Texts Under The Guidance Of Skopos Theory

C-E translation of tourism texts serves to introduce tourist resources overseas andpromotes domestic tourism industry. Recent years have witnessed an increasingtendency towards the research of C-E translation of the discourse type, with specialfocus on the translation strategies. Relevant studies have been carried out fromperspectives of Skopos Theory, Cross-cultural Communication and Genre analysis.However, integrating Skopos Theory with Cross-cultural Communication to guidetranslation strategies and techniques has been rarely conducted up to now.Drawing upon Skopos Theory, the present research, under the guidance of thethree rules within Skopos framework, attempts to undertake a comparative analysis ofChinese tourism texts and corresponding translated English versions. The researchdata are collected from four prestigious domestic tourist cities, namely, Beijing, Xi’an,Guilin and Hangzhou. It aims to discuss the translation strategies and techniques forthe purpose of Cross-cultural Communication in the translation process.The research reveals that translators of Chinese tourism texts mainly adopt theforeignization strategy to reach communicative purpose across cultures consistent withinitiators’ intentions of translation events, readability of the translated texts andEnglish readers’ acceptability. By employing the strategy of both foreignization anddomestication, translators further specify such translation techniques as amplification,omission, alteration, and paraphrase. With the aid of the translation strategies andtechniques mentioned above, C-E translation of tourism texts can observe the targetcultural and language conventions, meeting the target readers’ expectations andachieving the desired translation purposes.The study indicates that Skopos Theory and Cross-cultural Communication areequipped with convincing explanation to C-E translation of tourism discourses,meanwhile, the translation strategies and techniques are expected to provide methodological enlightenment for teaching and translating practice of C-E tourismtranslation.