Translating adventure tourism : from action to relaxation
Adventure tourism is one of the fastest growing sectors in the tourism industry and, therefore, one of the most important categories marketed and promoted globally. However, the way adventure tourism is represented and perceived differs markedly from one culture to another. Based on how tourism i...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2018
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| Online Access: | http://journalarticle.ukm.my/17603/1/26708-83137-1-PB.pdf http://journalarticle.ukm.my/17603/ https://ejournal.ukm.my/gema/issue/view/1098 |
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| Summary: | Adventure tourism is one of the fastest growing sectors in the tourism industry and, therefore,
one of the most important categories marketed and promoted globally. However, the way
adventure tourism is represented and perceived differs markedly from one culture to another.
Based on how tourism is conceptualised in a particular culture, themes are carefully selected
and exploited in promoting ‘adventure’ tourism. The differences in how tourism is
conceptualised across cultures pose a key challenge for translators of tourism promotional
materials (TPMs), whose role is to produce an effective translation in the target language and
culture. Translating TPMs effectively for different cultures often requires changes and
adjustments to be made in order to preserve the most vital aspect of TPMs, that is, their
functionality. This paper explores the challenges involved in translating English TPMs into
Malay and investigates the extent to which the action theme of adventure employed to lure
Anglophone tourists is compatible with Malay culture. Three types of textual analysis are
carried out: source text analysis, parallel text analysis and target text analysis. The textual
analyses are then complemented by findings derived from focus groups. The findings of the
study demonstrate how adventure tourism is conceptualised within the notion of action in the
Anglo culture, and how this contrasts with the way it is framed within the notion of relaxation
in Malay culture. Based on the findings derived from the textual analyses and focus groups,
we conclude by proposing potential strategies for the production of functionally adequate
translations, which take into consideration the cultural conceptualisation of the target culture. |
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