研究生: |
林沛宜 Lin, Pei Yi |
---|---|
論文名稱: |
入住愉快:從國際酒店集團在台北看網站翻譯 Enjoy Your Stay: A Case Study of Website Translation in the Hospitality Industry |
指導教授: |
李根芳
Lee, Ken-Fang |
口試委員: |
胡宗文
Hu, Daniel 洪媽益 Hong, Ma-Yi 李根芳 Lee, Ken-Fang |
口試日期: | 2021/12/24 |
學位類別: |
碩士 Master |
系所名稱: |
翻譯研究所 Graduate Institute of Translation and Interpretation |
論文出版年: | 2022 |
畢業學年度: | 110 |
語文別: | 中文 |
論文頁數: | 93 |
中文關鍵詞: | 國際酒店集團 、功能理論 、旅遊類文本 、多媒體翻譯 、全球化與在地化 |
英文關鍵詞: | International hotel chains, functional theories, tourism translation, multimedia translation, globalization & localization |
DOI URL: | http://doi.org/10.6345/NTNU202201583 |
論文種類: | 學術論文 |
相關次數: | 點閱:80 下載:12 |
分享至: |
查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
近年國際酒店集團積極在全球拓展據點,每間新酒店的誕生都意味著一個新網站的架設與隨之而來的翻譯需求,酒店官網的翻譯工作具有旅遊類文本、多媒體翻譯以及全球化與在地化的特性,此外網站中各部分細節具有多樣的文本類型與目的,適合應用功能理論進行探討。本論文挑選台北文華東方酒店和台北君悅酒店的中文版與英文版官方網站作為研究對象,從網站概觀及網站內文兩個大方向切入,以個案研究的方式分析網站中各項元素,回答本論文之研究問題:酒店官網的文本特性對翻譯工作有何影響?譯者使用哪些策略達成酒店官網的翻譯目標?
從宏觀角度來看,酒店官網的翻譯工作就像是在網路世界裡蓋一座旅館,從酒店集團到旗下酒店,以及在不同語言版本之間,網站概觀都會呈現高度一致的結果,並運用多元素材呈現品牌意象,依據商業目的決定最終排版與設計。從微觀角度來看,閱讀網站內文時就像踏上一趟奢華、夢幻的想像之旅,必須讓使用者彷彿實地造訪酒店,進而產生前往入住消費的慾望,中文、英文版本皆以簡潔優美的文句提供同步一致的服務資訊,也會使用讀者語境中產業慣用的搭配字詞,並依據行銷功能及文化差異考量各自做出適當調整。無論採取何種策略,官方網站都與酒店本體緊密關聯,為了對潛在消費者進行行銷、帶給使用者美好體驗而存在,這也正是酒店官網翻譯工作的終極目標。
International hotel chains have been vastly expanding around the globe in recent years. With the opening of each hotel property comes the need of a new official website, and thus the demand for website translation. The task of translating a franchised hotel website can be categorized as tourism texts, multimedia translation, as well as globalization and localization of texts. Meanwhile, it is suitable for discussions based on functional theories as different parts of the website have their own text types and functions. In this case-study research, I will examine the Traditional Chinese and English version of two hotel’s official websites, Mandarin Oriental Taipei and Grand Hyatt Taipei. Through analyzing from the perspectives of overall design and webpage texts, I aim to find answers for the following research questions of this thesis: How does the characteristics of hotel website texts influence the translation task? How did the translator utilize different strategies to fulfill the purpose of hotel website translation?
The translation process for the overall design of a hotel’s official website is like building a real hotel on the internet. From the website of the hotel chain to the affiliated hotels, and from Traditional Chinese to English version, these websites are highly identical in terms of design overview. Hotels also make good use of multimedia materials to enhance their brand image, while business purposes determine the final layout of the website. As for webpage texts, the translated website should make readers feel as if they are actually visiting the hotel and enjoying a luxurious stay, so that it triggers their desire to make reservations for a room. The translated texts provide synchronized information about the hotel between different language versions, and make necessary adjustments based on marketing functions and cultural differences. Official website of a hotel chain’s property serves for the hotel itself to sell products, i.e. hospitality services, to potential customers, and bring wonderful experiences to website users. These are exactly the ultimate goals of the translation task.
文華東方酒店集團(官方網站)(2021年11月取得)。文華東方酒店集團。
https://www.mandarinoriental.com.hk/
台北文華東方酒店(官方網站)(2021年10月取得)。文華東方酒店集團。
https://www.mandarinoriental.com.hk/taipei/songshan/luxury-hotel
台北君悅酒店(官方網站)(2021年10月取得)。凱悅酒店集團。
https://www.hyatt.com/zh-HK/hotel/taiwan/grand-hyatt-taipei/taigh
史宗玲(2010)。文化專有菜單項目之翻譯:從「最佳關聯」至「後設表述」。
編譯論叢,3(1),117 – 145。
余曉涵(2021年2月21日)。〈富比士旅遊指南評鑑 全台8家飯店上榜〉。中央社。https://www.cna.com.tw/news/ahel/202102210028.aspx
陳虹均(2015)。《全球在地化實務探討-以臺灣喜達屋酒店集團為例》(未出版之碩士論文)。國立高雄餐旅大學。
凱悅酒店集團(官方網站)(2021年11月取得)。凱悅酒店集團。https://www.hyatt.com/zh-HK/home/
歐冠宇(2014)。融合功能翻譯觀及真實稿件之大學翻譯課。翻譯學研究集刊,18,51 – 68。
蘇慶福(2017)。《台北市國際觀光旅館經營困境與對策-以台北萬豪酒店為例》
(未出版之碩士論文)。國立宜蘭大學。
霍曉桐(2020)。論品牌塑造中的色彩心理學—以麥當勞為例。中華印刷科技年報,2020,130 – 141。
1000 Logos. (2021, August 28). Hyatt logo. 1000 Logos. Retrieved November 11, 2021, from https://1000logos.net/hyatt-logo/
Beck, U. (1999). 全球化危機 (孫治本譯). 台灣商務. (原著出版於1997)
Cadieux, P., & Esselink, B. (2004). GILT: Globalization, internationalization, localization, translation. Globalization Insider, XI(1.5), 1-5.
Chesterman, A. (1989). Readings in translation theory. Oy Finn Lectura Ab.
Chiaro, D. (2014). Translational and marketing communication: A comparison of print and web advertising of Italian agro-food products. The Translator,10(2), 313–328.
Cronin, M. (2003). Translation and Globalization. Routledge.
Dann, G. (1993). Advertising in tourism and travel: Tourism brochures. In A. Mahmood, M. Olsen & V. Turgut (Eds.), VNR's encyclopedia of hospitality and tourism (pp. 893-901). International Thomson Publishing.
Dann, G. (1996). The language of tourism: A sociolinguistic perspective. CAB International.
Francesconi, S. (2007). English for tourism promotion: Italy in British tourism text. Hoepli.
Flynn, G. (2021, November 05). The story behind the leading luxury hotel group,
Mandarin Oriental. The Market Herald. Retrieved November 11, 2021, from https://themarketherald.com.au/fancy/the-story-behind-the-leading-luxury-hotel-group-mandarin-oriental/
Gartner, W. C. (2016). Image. In J. Jafari & H. Xiao (Eds.), Encyclopedia of tourism
(pp. 453–456). Springer.
Getz, D., & Sailor, L. (1993). Design of destination and attraction-specific brochures.
In M. Uysal & D. Fesenmaier (Eds.), Communication and channel systems in tourism marketing (pp. 111-131). Haworth Press.
González, L. P. (2014). Multimodality in translation and interpreting studies:
Theoretical and methodological perspectives. In S. Bermann & C. Porter (Eds.), A Companion to translation studies (pp. 119–131). John Wiley & Sons, Ltd.
Hahn, J. (2020, October 08). Group overview: Marriott plans to build nearly 1,000
new hotels. Tophotelnews. Retrieved August 20, 2021, from https://tophotel.news/group-overview-marriott-plans-to-build-nearly-1000- new-hotels-construction-report/
Hershey, M. (2009). Translating web texts: Theory and practice. Utrecht University.
Ivanova, M., Ivanov, S., & Magnini, V. P. (2016). The Routledge handbook of hotel
chain management. Routledge.
Middleton, V., Fyall, A., & Morgan, M. (2009). Marketing in travel and tourism. Routledge.
Munday, J. (2016). Introducing translation studies: Theories and applications. Routledge.
Nykiel, R. A. (2005). Hospitality management strategies. Pearson.
Pearce, P. L. (1988). The ulysses factor: Evaluating visitors in tourist settings. Springer.
Pierini, P. (2007). Quality in web translation: An investigation into UK and Italian tourism web sites. The Journal of Specialised Translation. 8, 85-103.
Pym, A. (2004). The moving text: Localization, translation, and distribution. John Benjamins Publishing
Reiss, K. (1981). Type, kind and individuality of text: Decision making in translation. Poetics Today, 2(4), 121–131.
Robertson, R. (2000). Globalization: Social theory and global culture. Sage.
Shutterstock. (2021). The meaning of colors in cultures around the world. Shutterstock. Retrieved November 30, 2021, from https://www.shutterstock.com/blog/color-symbolism-and-meanings-around-the-world
Snell-Hornby, M. (1999). The ultimate confort: Word, text and the translation of
tourist brochures. In G. Anderman & M. Rogers (Eds.), Word, text, translation: Liber Amicorum for Peter Newmark (pp. 95–105). Multilingual Matters.
Sulaiman, M. Z., & Wilson, R. (2019). Translation and tourism: Strategies for effective cross-cultural promotion. Springer.
Sumberg, C. (2004). Brand leadership at stake: Selling France to British tourists. The Translator,10(2), 329–353.
Translink. (2021). Localization on the fly via API: Where to look and what to consider. GALA. Retrieved November 30, 2021, from https://www.gala-global.org/knowledge-center/professional-development/articles/localization-fly-api-where-look-and-what
Vermeer, H. J. (1989). Skopos and commission in translational action. In L. Venuti
(Ed.), The translation studies reader (pp. 191-202). Routledge.
Waters, M. (1995). Globalization. Routledge.
Williams, J., & Chesterman, A. (2002). The map: A beginner’s guide to doing research in translation studies. Routledge.