旅游外宣文本跨文化传播功能与翻译策略研究——以成都大熊猫繁育研究基地为例

A Study on the Cross-Cultural Communication Functions and Translation Strategies of Tourism Publicity Texts—A Case Study of Chengdu Research Base of Giant Panda Breeding

摘要: 本文以成都大熊猫繁育研究基地的中英双语文本为考察对象，围绕其在跨文化传播中的功能呈现与翻译策略展开分析。文章借助赖斯文本类型理论，将基地内常见译文归纳为信息型、指示型和宣传型三类，并分别讨论其在信息传递、行为引导和形象传播中的实际作用。在此基础上，结合具体语料，从词汇选择、句法组织、语用表达以及文化转换等角度，对现有译文进行梳理与评析。研究发现，熊猫基地部分标准化术语和基础公示语的翻译较为规范，能够满足基本交流需求，但在文化负载信息表达、体制化术语转换、语言地道性和语法准确性等方面仍存在不足，具体表现为个别误译、表达生硬、文化意义削弱等问题。进一步来看，这些问题不仅影响游客获取信息的效率，也在一定程度上制约了景区文化形象和国际传播效果。针对上述不足，本文从规范建设、翻译原则、人才支持和技术保障四个方面提出改进建议，以期为旅游景区外宣翻译质量提升及中国自然文化资源的国际传播提供参考。

Abstract: This paper takes the bilingual Chinese-English texts at the Chengdu Research Base of Giant Panda Breeding as the research object, focusing on the functional presentation and translation strategies in the context of cross-cultural communication. Based on Katharina Reiss’ text typology theory, the translations commonly found at the base are categorized into three types: informative, operative, and expressive texts. Their roles in information transmission, behavior guidance, and image promotion are discussed, respectively. Utilizing specific examples, the study analyzes and evaluates the existing translations from perspectives such as lexical choices, syntactic structure, pragmatic expressions, and cultural adaptation. The findings suggest that while the translations of certain standardized terms and basic public information meet essential communication needs, there are areas for improvement in conveying culture-laden information, translating institutional terminologies, ensuring linguistic naturalness, and maintaining grammatical accuracy. Issues like mistranslations, awkward expressions, and weakened cultural connotations not only hinder the efficiency of information acquisition for visitors but also limit the site’s cultural image and international communication impact. To address these shortcomings, this paper proposes improvement suggestions from four aspects: standardization, translation principles, talent support, and technological tools. The aim is to provide references for improving the translation quality of public-facing texts in tourism destinations and enhancing the global promotion of China’s natural and cultural resources.