Translating Australian urban gastronomic experiences for Malay tourists

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

Whether to satisfy one's hunger or just to indulge, gastronomy has always been a crucial part of the tourist experience. Given the importance of food in tourism, tourism promotional materials often promote destinations by highlighting appealing gastronomic experiences. Nevertheless, differences in terms of gastronomic preferences from one culture to another could possibly pose a challenge in cross-cultural tourism promotion and advertising, particularly in the case of translation. Bearing in mind that translated tourism promotional materials have at times been the subject of criticism among translation researchers, this paper attempts to investigate a multilingual Australian tourism website to explore the challenges involved in translating gastronomic experiences from English into Malay. Using the functional approach to translation, the paper analyses the English version of the website (source text) to see how gastronomy is used as a tool of persuasion to persuade Anglo readers and how it is translated into Malay. The Malay translation of the website (target text) is analysed to see whether it is coherent and consistent with the cultural situation in which it functions and whether it is suitable to perform its intended function of persuasion. The analyses revealed that the Malay translation, in general, did not take into consideration the fact that most of the themes and elements used to promote Australian cities gastronomically to the Anglo audience are not appealing to the Malay audience. This has resulted in the Malay translation being functionally inadequate. Based on the findings derived from the source text and target text analyses, potential strategies for the production of functionally adequate translations are proposed.

Original languageEnglish
Pages (from-to)21-36
Number of pages16
JournalPertanika Journal of Social Science and Humanities
Volume24
Issue numberFebruary
Publication statusPublished - 1 Feb 2016

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tourist
Tourism
experience
website
persuasion
hunger
Translating
Tourists
criticism
promotion
food
Web Sites
Web sites

Keywords

  • Australian tourism
  • English-Malay translation
  • Functional translation
  • Gastronomy translation
  • Malay tourists
  • Promotional translation
  • Tourism translation

ASJC Scopus subject areas

  • Arts and Humanities(all)
  • Business, Management and Accounting(all)
  • Economics, Econometrics and Finance(all)
  • Social Sciences(all)

Cite this

Translating Australian urban gastronomic experiences for Malay tourists. / Sulaiman, Mohamed Zain.

In: Pertanika Journal of Social Science and Humanities, Vol. 24, No. February, 01.02.2016, p. 21-36.

Research output: Contribution to journalArticle

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