跨文化传播视角下哈尔滨冰雪旅游公众号推文英译策略探析

An Analysis of English Translation Strategies for Official Account Tweets of Harbin Ice-Snow Tourism from the Perspective of Cross-Cultural Communication

摘要: 在文旅融合与“讲好中国故事”战略下，城市旅游国际传播是提升文化软实力、推动产业发展的重要途径。哈尔滨作为国内冰雪旅游标杆城市，其官方公众号英文推文存在翻译质量不一、文化内涵流失、海外受众共情不足等问题。本文以跨文化传播理论为基础，运用文本分析、案例与对比研究法，探讨冰雪旅游公众号推文的英译策略，旨在精准传递冰雪文化、彰显地域特色、强化宣传效果。研究认为，冰雪旅游外宣文本兼具信息、文化与营销属性，翻译应突破语言对等局限，转向受众导向与跨文化适配，灵活运用归化、异化、释译、增译、篇章重构等方法，平衡文化原貌与海外接受度。符合海外认知习惯、聚焦文化传播与情感联结的翻译策略，可有效降低文化折扣，提升外宣实效与国际吸引力，为同类城市新媒体外宣翻译提供参考。

Abstract: Based on the integration of culture and tourism and the strategy of “telling China’s stories well”, international communication of urban tourism is crucial to enhancing cultural soft power and boosting industrial development. As a leading city of ice-snow tourism in China, Harbin faces problems such as uneven translation quality, loss of cultural connotations and insufficient resonance with overseas audiences in the English posts of its official WeChat accounts. Based on intercultural communication theories, this paper adopts textual analysis, case study and comparative research to explore English translation strategies for Harbin ice-snow tourism posts, aiming to convey ice-snow culture, highlight regional characteristics and strengthen promotion effects. The study holds that publicity texts of ice-snow tourism are informative, cultural and marketing-oriented. Translation should go beyond linguistic equivalence and adopt audience-oriented and cross-culturally adaptive methods including domestication, foreignization, explanatory translation, amplification and text restructuring to balance cultural authenticity and overseas acceptability. Translation strategies in line with overseas cognitive habits and focusing on cultural communication and emotional connection can effectively reduce cultural discount and improve international publicity effects. This study provides practical references for new media publicity translation of Harbin and similar ice-snow tourist cities.