1. NCCU Academic Hub
  2. Publications
  3. College of Foreign Languages and Literature
  4. NSC Projects
  5. Item

Publications-NSC Projects

Article View/Open

Publication Export

Google ScholarTM

NCCU Library

Citation Infomation

Related Publications in TAIR

題名 中西觀光旅遊文本之文化元素翻譯、對外行銷策略及國際霸權競合
The Cultural Element Translation and Oversea Promotional Strategies of Chinese and Spanish Tourism Literatures and Superpower Competition and Cooperation
作者 古孟玄
貢獻者 歐洲語文學系
關鍵詞 翻譯; 觀光文本; 文化元素; 行銷策略; 國際霸權
translation; tourism literature; cultural element; promotion strategy; superpower
日期 2019-10
上傳時間 27-Jul-2026 10:41:49 (UTC+8)
摘要 天下雜誌於2017年11月所出版的教育特刊探討在地國際化的可能性(p.58-p.68)，指出世界經濟論壇(WEF)提到二十一世紀必備的五項能力，居各項必備能力之首的，為「跨文化認知與理解力」，可見不同背景卻須同理思考與互動，已成為國際化趨勢不可或缺的內建知能。然而藉由文化差異而行使的文化操縱，過程有太多隱而不顯的策略，政治正確的初衷極有可能引導理解軌道的扭曲，抑或者是透過他者的觀察，最終因覺知而揭露原始的企圖。觀光旅遊領域之研究在國內過往以實務探討為主，然而隨者休閒管理的風潮漸趨成熟，觀光產業相關面向與政策更為細緻與深入，專業化的經營和政府的思維或並行不悖或一前一後調整腳步，帶來更多可以剖析與深入解讀的空間。觀光文本範圍含括旅遊文本、導覽手冊、商標文本、網路簡介，甚至是觀光旅遊語言學習書等等，文本翻譯涉及主筆的譯者、接受訊息的讀者、掌握審核出版權力的贊助人，透過分析觀光旅遊文本的翻譯，不僅僅是判斷字句對應是否恰當，更是闡述譯者策略與贊助人企圖的最佳途徑。從世界觀光組織2016年的報告可具體看出西班牙與中國是兩大世界觀光主力大國，而台灣雖未能以觀光資源擠身榜上，卻又因中國的政策常有連帶的影響。本研究規劃以觀光旅遊譯本為分析的核心，從西、中、台的觀光政策、三者的歷史淵源與國際局勢的變化，探討面對文化差異的鴻溝，如何調整翻譯策略，觀光大國如西班牙，面臨周邊經濟強權壓境，如何在分裂不安與經濟蕭條中轉型，而台灣又如何掌握在地資源，走出國際化的另類軌道，巧妙翻轉中國文化的陰影與包袱。本研究計畫從下述六項子議題著手:1. 文化元素翻譯: 依奈達暨紐馬克在文化元素方面的五大分類，根據其翻譯做為判斷該文本客觀性的依據之一。2. 翻轉行銷策略: 外譯與推介一直以來是各國觀光部門的重要工作，從觀光文本外譯亦可窺知該國行銷策略。3. 國際霸權競合: 觀光文本涉及地域的政治性，譯本夾雜的即為國際局勢的競合與分歧的意識形態。4. 挑戰多語翻譯: 出版社由於國際化經營多語觀光文本，複雜的翻譯過程除確認讀者的母語為何，語言的拼音問題也有待解決。5. 在地走向國際: 徹底盤點在地景點、非物質文化遺產等的外譯現況，繼而與國際類似景點相較為邁向世界的必要工作。6. 彙整相關語料: 語料庫的建構從兩方面進行,邊著手此研究邊從西班牙皇家語言學院RAE的語料庫CORPES XXI補充特殊用法。
CommonWealth Magazine 2017 Education Special Issue discusses the possibility of glocalization (p. 58-p. 68). It mentions the World Economic Forum identifies 5 skills required in the 21st century and “cross culture cognition and understanding” tops the others. The statement reveals empathic thinking and interaction have become an imperative for internationalization. Nevertheless, a politically correct idea may be distorted during the cultural manipulation process owing to cultural differences. Because the process often involves many implicit strategies, the initial intention may never be noticed unless being discovered by a third party. Past tourism studies in Taiwan mostly focus on practical aspects. However, topics have been expanded in recent years, as leisure management is more developed, tourism-related policies become more sophisticated, and the industry and government adapt to changes. Tourism literatures in this study refer to travel books, tourist guides, product names, introductions on internet, language books for travelers, etc. The discussion on translation of these literatures covers translators, readers (information receivers) and sponsors (publishing decision makers). The analysis on the translation of tourism literatures not only examines word choices, but also is the best approach to see translators’ strategies and sponsors’ intentions. According to World Tourism Organization (UNWTO) Annual Report 2016, Spain and China are the world’s top tourist destinations. Taiwan, although not on the list, is often strongly affected by China’s policies. In light of tourism policies and history of Spain, China and Taiwan, and international situation, this study aims to explore how translation strategies react to cultural differences by investigating the translations of tourism literatures. For instance, how does Spain make transformations in the face of the economic recession, separation anxiety, and the pressure from neighbouring countries? How does Taiwan make use of local advantages to cleverly flip the burden of Chinese culture and find an alternative path for globalization? The subtopics in this study are as follows:1. The translation of cultural elements: Determine if the text is objective by its description and translation based on Nida and Newmark’s five cultural categories.2. Flip promotion strategies: Translation and promotion have always been important missions for tourism authorities, though the promotional effectiveness varies. The promotion strategy of a country is usually reflected in the translation of its tourism literature. 3. Superpower competition and cooperation: Tourism literature cannot avoid involvement in regional politics. Accordingly, Spanish translation is not always the same with its traditional/simplified Chinese original. The inconsistency conveys the ideology of global cooperation and conflict. 4. The challenge of multiple language translation: Publishers’ international reach brings about the translation of tourism literature in multiple languages, and thus complicates the translation process, such as clarifying readers’ native tongue and Romanization systems. 5. From local to global: Globalization is not just a slogan. In order to achieve the goal, it is necessary to thoroughly investigate foreign language translations of local attractions, intangible cultural heritages, etc. 6. Compilation of language materials: Create a corpus by conducting this study. Besides, special usages are added from CORPES XXI of the Royal Spanish Academy (RAE).
關聯 科技部, MOST107-2410-H004-120, 107.08-108.07
資料類型 report
dc.contributor 歐洲語文學系
dc.creator (作者) 古孟玄
dc.date (日期) 2019-10
dc.date.accessioned 27-Jul-2026 10:41:49 (UTC+8)-
dc.date.available 27-Jul-2026 10:41:49 (UTC+8)-
dc.date.issued (上傳時間) 27-Jul-2026 10:41:49 (UTC+8)-
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=183447-
dc.description.abstract (摘要) 天下雜誌於2017年11月所出版的教育特刊探討在地國際化的可能性(p.58-p.68)，指出世界經濟論壇(WEF)提到二十一世紀必備的五項能力，居各項必備能力之首的，為「跨文化認知與理解力」，可見不同背景卻須同理思考與互動，已成為國際化趨勢不可或缺的內建知能。然而藉由文化差異而行使的文化操縱，過程有太多隱而不顯的策略，政治正確的初衷極有可能引導理解軌道的扭曲，抑或者是透過他者的觀察，最終因覺知而揭露原始的企圖。觀光旅遊領域之研究在國內過往以實務探討為主，然而隨者休閒管理的風潮漸趨成熟，觀光產業相關面向與政策更為細緻與深入，專業化的經營和政府的思維或並行不悖或一前一後調整腳步，帶來更多可以剖析與深入解讀的空間。觀光文本範圍含括旅遊文本、導覽手冊、商標文本、網路簡介，甚至是觀光旅遊語言學習書等等，文本翻譯涉及主筆的譯者、接受訊息的讀者、掌握審核出版權力的贊助人，透過分析觀光旅遊文本的翻譯，不僅僅是判斷字句對應是否恰當，更是闡述譯者策略與贊助人企圖的最佳途徑。從世界觀光組織2016年的報告可具體看出西班牙與中國是兩大世界觀光主力大國，而台灣雖未能以觀光資源擠身榜上，卻又因中國的政策常有連帶的影響。本研究規劃以觀光旅遊譯本為分析的核心，從西、中、台的觀光政策、三者的歷史淵源與國際局勢的變化，探討面對文化差異的鴻溝，如何調整翻譯策略，觀光大國如西班牙，面臨周邊經濟強權壓境，如何在分裂不安與經濟蕭條中轉型，而台灣又如何掌握在地資源，走出國際化的另類軌道，巧妙翻轉中國文化的陰影與包袱。本研究計畫從下述六項子議題著手:1. 文化元素翻譯: 依奈達暨紐馬克在文化元素方面的五大分類，根據其翻譯做為判斷該文本客觀性的依據之一。2. 翻轉行銷策略: 外譯與推介一直以來是各國觀光部門的重要工作，從觀光文本外譯亦可窺知該國行銷策略。3. 國際霸權競合: 觀光文本涉及地域的政治性，譯本夾雜的即為國際局勢的競合與分歧的意識形態。4. 挑戰多語翻譯: 出版社由於國際化經營多語觀光文本，複雜的翻譯過程除確認讀者的母語為何，語言的拼音問題也有待解決。5. 在地走向國際: 徹底盤點在地景點、非物質文化遺產等的外譯現況，繼而與國際類似景點相較為邁向世界的必要工作。6. 彙整相關語料: 語料庫的建構從兩方面進行,邊著手此研究邊從西班牙皇家語言學院RAE的語料庫CORPES XXI補充特殊用法。
dc.description.abstract (摘要) CommonWealth Magazine 2017 Education Special Issue discusses the possibility of glocalization (p. 58-p. 68). It mentions the World Economic Forum identifies 5 skills required in the 21st century and “cross culture cognition and understanding” tops the others. The statement reveals empathic thinking and interaction have become an imperative for internationalization. Nevertheless, a politically correct idea may be distorted during the cultural manipulation process owing to cultural differences. Because the process often involves many implicit strategies, the initial intention may never be noticed unless being discovered by a third party. Past tourism studies in Taiwan mostly focus on practical aspects. However, topics have been expanded in recent years, as leisure management is more developed, tourism-related policies become more sophisticated, and the industry and government adapt to changes. Tourism literatures in this study refer to travel books, tourist guides, product names, introductions on internet, language books for travelers, etc. The discussion on translation of these literatures covers translators, readers (information receivers) and sponsors (publishing decision makers). The analysis on the translation of tourism literatures not only examines word choices, but also is the best approach to see translators’ strategies and sponsors’ intentions. According to World Tourism Organization (UNWTO) Annual Report 2016, Spain and China are the world’s top tourist destinations. Taiwan, although not on the list, is often strongly affected by China’s policies. In light of tourism policies and history of Spain, China and Taiwan, and international situation, this study aims to explore how translation strategies react to cultural differences by investigating the translations of tourism literatures. For instance, how does Spain make transformations in the face of the economic recession, separation anxiety, and the pressure from neighbouring countries? How does Taiwan make use of local advantages to cleverly flip the burden of Chinese culture and find an alternative path for globalization? The subtopics in this study are as follows:1. The translation of cultural elements: Determine if the text is objective by its description and translation based on Nida and Newmark’s five cultural categories.2. Flip promotion strategies: Translation and promotion have always been important missions for tourism authorities, though the promotional effectiveness varies. The promotion strategy of a country is usually reflected in the translation of its tourism literature. 3. Superpower competition and cooperation: Tourism literature cannot avoid involvement in regional politics. Accordingly, Spanish translation is not always the same with its traditional/simplified Chinese original. The inconsistency conveys the ideology of global cooperation and conflict. 4. The challenge of multiple language translation: Publishers’ international reach brings about the translation of tourism literature in multiple languages, and thus complicates the translation process, such as clarifying readers’ native tongue and Romanization systems. 5. From local to global: Globalization is not just a slogan. In order to achieve the goal, it is necessary to thoroughly investigate foreign language translations of local attractions, intangible cultural heritages, etc. 6. Compilation of language materials: Create a corpus by conducting this study. Besides, special usages are added from CORPES XXI of the Royal Spanish Academy (RAE).
dc.format.extent 116 bytes-
dc.format.mimetype text/html-
dc.relation (關聯) 科技部, MOST107-2410-H004-120, 107.08-108.07
dc.subject (關鍵詞) 翻譯; 觀光文本; 文化元素; 行銷策略; 國際霸權
dc.subject (關鍵詞) translation; tourism literature; cultural element; promotion strategy; superpower
dc.title (題名) 中西觀光旅遊文本之文化元素翻譯、對外行銷策略及國際霸權競合
dc.title (題名) The Cultural Element Translation and Oversea Promotional Strategies of Chinese and Spanish Tourism Literatures and Superpower Competition and Cooperation
dc.type (資料類型) report