社会符号学视域下旅游文本英译研究——以《黄果树瀑布》导游词为例

A Study on the English Translation of Tourism Texts from the Perspective of Social Semiotics—Taking the English Translation of Huangguoshu Waterfall Tourism Commentary as an Example

摘要: 本研究以社会符号学翻译理论为分析框架，以《黄果树瀑布》中双语导游词为研究对象，系统探讨旅游文本翻译中符号意义转换与跨文化重构的内在机制。研究发现，旅游翻译的本质是在不同社会文化符号系统间的意义再生产过程。通过文本细读与对比分析，本文从文化符号、语言符号和语用符号三个层面剖析了导游词翻译中的具体转换策略，包括“直译 + 文外补偿”“意象类比”“功能对等重构”等。研究表明，成功的旅游文本翻译需以“意义优先”为原则，以目的语读者认知语境为基础，以原文召唤功能的重建为目标，进行有策略的符号选择与意义重构。本研究为社会符号学翻译理论提供了案例支持，也为旅游跨文化传播翻译实践提供了参考。

Abstract: Based on the analytical framework of social semiotic translation theory, this study takes the Chinese-English bilingual tour guide commentary of Huangguoshu Waterfall as the research object, and systematically explores the inherent mechanisms of semiotic meaning transformation and cross-cultural reconstruction in tourism text translation. The research finds that the essence of tourism translation lies in a process of meaning reproduction between different socio-cultural semiotic systems. Through close textual reading and comparative analysis, this paper examines specific transformation strategies in tour guide commentary translation from three dimensions: cultural signs, linguistic signs, and pragmatic signs, including “literal translation + extra-textual compensation”, “image analogy”, and “functional equivalence reconstruction”. The study indicates that successful tourism text translation should adhere to the principle of “meaning priority”, take the cognitive context of target language readers as the foundation, and aim at reconstructing the appellative function of the source text to conduct strategic sign selection and meaning reconstruction. This study provides case support for the sociosemiotic translation practice of tourism-oriented cross-cultural communication.