Cultural transfer in travel guide translation: discourse approach

Intercultural communication and dialogue between various social and political structures and their globalized conditions immediately lead to the development of tourism and services market in this area, including translation services. The study of linguocultural characteristics of a travel guide in terms of pragmatically adequate translation is an interesting aspect for the analysis of the development and functioning of logics of modern interaction planes because the mass tourism participants' communicative characteristics are determined, on the one hand, by the universal, global, economic, social and cultural programmes of mass tourism and, on the other hand, by the local and national peculiarities of tourism discourse in general. The choice of linguistic means in travel guides is determined by their communicative and pragmatic as well as ethno-cultural characteristics that form the main discourse oriented translation programme. The translation of the travel guide texts to German supposes significant differences at out- and in-text levels to achieve maximum compliance with the potential recipients' expectations. The analysis of the two translations of the Russian-language travel guide made to German by the native German speaker and the non-native German speaker let define the so-called sharp edges in the cultural transfer of the information important for the discourse. The travel guide is characterized by the specific features of the touristics discourse, on the one hand, and by the interesting experience of translating, on the other hand.