TRANSLATING CULTURAL TOURISM INFORMATION INTO ENGLISH TO PROMOTE TOURISM IN CHAI NAT PROVINCE

Abstract

This qualitative research aimed to examine the cultural word translation strategies in tourism advertising media of Chai Nat province. The sample used in the study were representatives from tourism agencies, including two from the Tourism Authority of Thailand (Lopburi, Chai Nat, Singburi), three from the Chai Nat Provincial Office of Tourism and Sports, two local guides, and three entrepreneurs in Chai Nat province. The sample was obtained through purposive sampling and held a small group meeting to discuss the introduction of tourism advertising articles from the Chai Nat Provincial Office of Tourism and Sports in 2022. Three articles were translated into English and analyzed them using modified translation strategies. The study identified seven translation strategies used by the researcher, encompassing 1) Transcription or transliteration strategy; 2) Equivalence strategy; 3) Non-Equivalence strategy in order to convey similar meanings; 4) Explanation strategies; 5) Literal translation strategy; 6) Reordering strategy in order to restructure the text from the source language to the target language; and 7) Word choice strategy such as pragmatics, registers, or metaphor to articulate language in a spoken manner. The results revealed that equivalence strategy was predominantly employed in Chai Nat province, particularly concerning religious attractions, community, and societal aspects. In translating cultural words, the explanation and word choices were equally used in articles, while the least utilized strategy was grammar and restructuring the text from the source language.