功能论视角下杭州饭店的发展途径分析全文

1. Introduction 1
1.1 Background of the Study 1
1.2 Literature review 1
1.3 The purpose of the study on this topic 2
2. Theoretic framework 3
2.1Vermeer – Skopostheorie 3
2.2 Peter Newmark - Text Typology 4
2.2.1 Expressive texts 4
2.2.2 Informative texts 5
2.2.3 Vocative text 5
2.3 Chiristiane Nord – Function Plus Loyalty 5
3. Case studies and analysis 7
3.1 Case study one: Profile of Yinyue Hotel 7
3.2 Case study two: profile of Hangzhouwan Hotel 8
3.3 Case study three: Profile of Hyatt Hotel in Hangzhou 10
3.4 The existing problems in hotel profile C-E translations 10
4. The Study of Translation Strategies 12
4.1 Text type of Source Text 12
4.2 Skopos of Source Text 12
4.3 The Translation compensation strategies 13
4.3.1 Simplification. 13
4.3.2 Recapitulation. 13
4.3.3 Angle Conversion. 14
4.3.4 Modification from the overall view. 14
4.3.5 Language Comparison 15
5. Conclusion 16
Acknowledgements 17
References 18

 
1. Introduction
1.1 Background of the Study
With the further expand of China’s foreign economic and culture communication, more and more foreign visitors come to our country for traveling and handling with some short-term commercial activities. And indeed, it bought the huge businesses opportunity to the hotel industry. In order to increase the visibility of the enterprise and to attract potential foreign customers, a lot of hotels not only provide Chinese-English bilingual throwaway but also start to self-propagandize and provide the service in English on the internet. However, due to a variety of reasons, there are some problems in the brief introduction material of some star – rated hotels, whatever in the brochure or on the internet. And some of them got very serious translation issues in the English version introduction. And in the comparison of the brief introduction translation, we found that the translation problem is merely appeared in the introduction of the wholly foreign-owned hotels compared with the introduction of the Chinese hotels. 5 or 4 star rated hotels got clearer and better introduction than the 3 star or under 3 star rated hotels. And the hotels in big city own the better introduction than the hotels in the country. As there are more than 8000 star rated hotels in our country (statistic from China National Tourism Administration 2003), such kind of mistranslation may bring some negative effect to the overall international image of our hotel industry. This article will analyze these issues of translation and to explore strategies to solve these problems.
1.2 Literature review
Tourism English has increasingly demonstrated its importance in English study. And there are more and more scholars show the interest to the translation of the hotel’s introduction. Chen Jinneng had published On the Issues in the Translation of Star – rated Hotel Profile as well.
In On the Issues in the Translation of Star – rated Hotel Profile [9] Chen Jinneng mentioned five problems in the translation of the hotels. They are Misspell, Punctuation errors, Solecism, Logic errors and Translation errors. And on a small number of hotels, these problems appeared frequently in there introduction translation. And it not only affect some hotels opening the oversea market, but also bring the negative impact to the overall image of China hotel industry.
The writer will mainly study the translation of Chinese to English for the introduction of hotel. So there is merely oversea literature and material which concern to this topic directly.
1.3 The purpose of the study on this topic
The translating of hotel profile belongs to tourism English. Nowadays there are a lot of scholars showing their interest in tourism English, such as the terms used by tour guide, the introduction of scenic points and the translation for the name of scenic spot and so on. And there are some literatures and articles about tourism English. But compared with those topics we mentioned above, there is few study about the hotel profile translation. So the present paper will focus on this area and adopt the C_E translation of hotels profiles in Hangzhou as examples to analyze. The present paper will use the Skopos theory (Nord) and Text typology (Reiss) as the main theories to support the study, and at same time take the culture differences factors in consideration with those two theories. So under this particular perspective, the present paper will focus on solving these followed questions:
1) Which type of text could the hotel profile and its relevan t translation be classified into? And what are the features of hotel profile translation?
2) What are the main problems existed in the current hotel profile translations?
3) How to find and correct the mistakes in the translation of the hotel profile?
4) What kind of translation strategies could be adopted to improve the translation of hotel profiles?

2. Theoretic framework
2.1Vermeer – Skopostheorie
Han J. Vermeer is the student of Reiss, who is one of the originators of functionalist approaches and an important figure of the first generation of functionalism. So as the student of Reiss, Vermeer has for many years been of the most famous scholars in German translation theory. He manages to break his theory from the traditional linguistic translation theory, and try to combine the theory and the practice. His basic theory was presented in the first part of his book Ground work of a General Theory of Translation (1984). The theory is based on the function of the translation of text, so it was called “Skoposheorie” which means the function of the translation is the dominant element. For example, Wilss deems: Translation leads from a source – language text to target language text which is as close an equivalent as possible and presupposes an understanding of the content and style of the original[7]70.
For a long period of time, Vermeer has opposed the view which considers translation is a kind of simple activity of language transform. And he thinks that the translation couldn’t be considered a one- to – one transfer between languages. As he states: I have defined translation as information offered in a language Z of culture Z which imitates. Information offered in language is out of culture so as to fulfill the desire function. That means that a translation is not the transcoding of words and sentences from one language into another, but a complex action in which someone provides information about a text under new functional, cultural and linguistic conditions and in a new situation，whereby formal characteristics are imitated as far as possible12.
In this kind of view, the most important element which decides the purpose of translation is addressee. They are the intended receiver or audience. They understand the text with their specific culture, and the world- knowledge, their communication needs and their expectations. Every kind of translation is directed to a special kind of audiences. That is to say, translation is a kind of action which produces a text in a target setting for a target purpose and target addressees.
This is why Vermeer called his theory as Skopostheorie; actually it is a theory of purposeful action. According to Vermeer, the status of source text is much lower in Skopostheorie than in equivalence- based theories. Vermeer regard the source text as the text provide information to the target audience, while his teacher Reiss think that the source text is the measure of all things in translation.
Nord had pointed out that “Skopostheorie was developed as the foundation for a general theory of translation able to embrace theories dealing with specific languages and cultures.” Vermeer and his Skopostheories play very important roles in the history of the functionalist approaches development.
2.2 Peter Newmark - Text Typology
Texts have traditionally been organized into formal typologies on the basis of topic or propositional content such as literary, scientific and institutional, etc203? In addition to the functionalist translation theory in German school, a famous British translation theorist – Peter Newmark had brought forward his theory which is link to the language function of translation. On the basis of Buhler’s theory of language function and combined with Reiss’s text typology, Newmark brought forward his own text &ndas h; categories theory. He classified the different texts into three text types: expressive text, informative text and vocative text. He also established a bridge between the text function, text type and the translation.
2.2.1 Expressive texts
The expressive text focuses on the source language text and it regard the author is the center of the speech. Just as Newmark said the core of the expressive text is the mind of the speaker, the writer or the originator of the utterance. He uses the utterance to express his feelings irrespective of any response [2]39. Expressive text, there are fewer stock language compared with other kind of text, and the unit of the translation will be much smaller. So we can use semantic or literal translation in this type of text. Expressive text including serious imaginative literature，authoritative statements，autobiography，and personal correspondence. And the authoritative statements is usually refers to political speech gave by the party leader or minister; statues document, etc.
2.2.2 Informative texts
As Newmark said, the core of informative text is external situation，the facts of a topic, reality outside language, including reported ideas or theories. For the purpose of translation, typical ‘informative’ texts are concerned with any topic of knowledge with regards to the purposes of translation [2]40. In the translation of informative texts, ‘equivalent effect is desirable only in respect of the insignificant emotional impact; it is not possible if SL and TL culture are remote from each other, since normally the cultural items have to be explained by cultural neutral and generic terms [2]48. And the informative text includes text book, report, paper, articles, memos, minutes, etc., concerning scientific, technological, commercial, industrial, and economic circles.
2.2.3 Vocative text
Newmark use “vocative” to describe the “call up” function of text and it is regard the reader as the center of speech. And in vocative text, equivalent is essential. It is the criterion by which the effectiveness, and therefore the value of the translation of notices, instructions, publicity, propaganda, persuasive or eristic writing is to be assessed [2]48. And vocative texts include notices, instructions, propaganda, publicity, and popular fiction.
2.3 Chiristiane Nord – Function Plus Loyalty
Chirstiane Nord’s functionalist approach stands on two pillars: functional plus loyalty. And this theory was represented in the book of Text Analysis in Translation (1998). Function refers to after the translation the target text can work in the target situation. Loyalty refers to the inner relationship between the translator, the author of the source text and the target text reader. The loyalty has limited the scope of the target text function, but it increase the counsel to the translation task between the translator and the reader.

3. Case studies and analysis
In this chapter, three profiles of hotels in Hangzhou will be adopted as the typical examples to analyze. Namely, Yinyue Hotel, Hangzhou wan Hotel and Hyatt Hotel. And the profiles C-E translations will be analyzed on the basic of Skopostheories and Text typology theory. In the analysis, the paper will dig out the issues in the translation of hotel English profiles translations, especially in Hangzhou hotel English profile translations.
3.1 Case study one: Profile of Yinyue Hotel
The C-E profile translation of Yinyue Hotel in Hangzhou
Yinyue Hotel is a stated-owned two-star tourjsm hotel. It is conveniently located by the Hangzhou Railway Station. Only a few steps away, there are some scenic spots including “Heavenly wind over Wu Hill”, the House of Hu Xueyan (the greatest business man in the history of Hangzhou) Hefang Street and Jiangchen shopping street. With the comfortable environment and outstanding service quality, Yinyue hotel will be the ideal choice for the tourists and conventions.
Yinyue Hotel is a located at the “Ancient Wang Jiang Gate” which is one of the Hangzhou ten ancient city gates. In the south, it is adjoined with the House of Hu Xueyan (the greatest business man in the history of Hangzhou during Qing Drnasty). In the west, it has a nice view of “Heavenly Wind over Wu Hill”- one of the West Lake top ten scenic spots. On the top of Wu Hill, there is a pavilion where you can have a view of both Qiantang River and West Lake. With the perfect location, Yinyue Hotel is well loved by people of all waks of life.

Issues and Advices
First, we can see there are a lot of misspellings in the profile. “Tourjsm” is “tourism”, “drnasty” is “dynasty” and I’ve no idea what the “waks” in last sentence is.
And second, it is obviously that the profile got a large part of repetition. It is not smart to have two part introduction and both of them are describing the sceni c spots. The profile mentioned “Heavenly wind over Wu hill” and “the House of Hu Xueyan” twice. According to the profile will give detailed information of Wu hill, so I think it is better to remove the part which mentioned the scenic spots in the first paragraph. And in the first paragraph I think it can focus on the introduction of the location of the hotel.
Third, I want to clarify the detailed mistranslation of the profile.
In the first paragraph, second sentence, it said: “It is conveniently located by the Hangzhou Railway Station.” Conveniently is the adjective which modifies the verb “locate”. But actually the profile wants to show that the location of the hotel is very convenience for the customer just because it is near the railway station. But here it means that the action of “locate” is “convenient”. It can’t be right. In following part, as mentioned before, I think to remove this part is a good method to solve the problem of the repetition in the second paragraph. Further more, I think to regard the Hefang Street and Jiangchen shopping street as the description of the location of the hotel will be better than to regard them as scenic spots. So the description of the location can be modified as: “Yinyue Hotel is a stated-owned two-star hotel, it is near the Hangzhou Railway station. Hefang Street and Jiangchen shopping street are only few steps away.” And the last sentence is unnecessary here. We can focus on the service and slogan or something else which is vocative in the last part of the profile.
And in the second paragraph it said: “Yinyue Hotel is a located at the ‘Ancient Wang Jiang Gate’ which is one of the Hangzhou ten ancient city gates.” In this sentence it mentioned the location again, compared with the description of the location in the first paragraph, it maybe make the customers confused. We can see in this sentence, the article “a” is needless, and the “Ancient Wang Jiang Gate” is a scenic spot, so use the “at the ‘Ancient Wang Jiang Gate’” is not suitable here. Actually “Wang Jiang Gate” is not only the name of the scenic spot but also the name of that area which near the “Wang Jiang Gate”, it will cause some misunderstanding to the customers. Now in the followed part we come to the introduction of the scenic spots near the hotel. We can list the scenic spots according to the direction and location.
In the last part of the profile, we can focus on the service and give some words to call up the customers. Here I think never emphasize the location again is smart.
3.2 Case study two: profile of Hangzhouwan Hotel
The C-E profile translation of Hangzhouwan Hotel in Hangzhou.

Hangzhou wan hotel, a three star international hotel for tourists, is situated in the Jiang Gan District of the downtown area of Hangzhou. It is close to the provincial Qian Tang River at its east and beside the West Lake to its west with easy access and a pleasant environment. With the development of the Qian Tang new town, the hotel will have a citizen center, administration center, convention center, business center and a recreation center within its neighborhood which is bound to bring you a lots of business opportunities.
The hotel boasts a total of 275 rooms including single-room, double-rooms & suites, 700 set dinning seats, 6 various size meeting-rooms. It also has a full-range of facilities such as Mah-Jongg Room, a billiard room, a sauna center & a singing and dancing hall plus a tea bar for leisure purpose.
The hotel follows the guideline of “Customers being the God” and advocates standard service & green service. It is an ideal place for both domestic and overseas guests to stay and meet.

Issues and advices
Firstly I will analysis the translation version of the introduction from the structure of the sentences. We can see the profile always use short sentences, and the sentence structure such as: it is…, it is…. This kind of structure is not so native, and actually it is not in line with the English language habit. And another weak point is the profile used to much enumeration. For example, in the first paragraph, we can see “the hotel will have a citizen center, administration center, convention center, business center and a recreation center” here it used 5 centers to describe the equipment and environment. And in the second paragraph, it lists customer’s room and the room for entertainment. Maybe the profile is tried to give the detailed information to the customers. But it is not suitable to list the very detailed information in the brief introduction of the hotel. It makes the brief introduction not brief at all although it does is very informative text. So I think it should modify them like this: We get sufficient guest rooms for you. And we get exce llent facilities for you.
Secondly I want to analysis it from the angle of the detailed sentence structure and the “word” it used in the profile.
In the first sentence, it said: “a three star international hotel for tourists”. Why not to remove the “tourists”? When we mention the hotel, we will regard the tourists as the customers of the hotel naturally. So it is unnecessary here. And if you say the customer of the hotel is not only the tourist but also include the businessman who will hold a meeting in the hotel. So why don’t we add the meeting people after “a three star international hotel for”? So I think it is better to remove the “tourists” here.
In the first paragraph, it said: “It is close to the provincial Qian Tang River at its east and beside the West Lake to its west with easy access and a pleasant environment.” First, it uses “Qian Tang River at its east”, “West Lake to its west”. So these two phrases actually got parallel structure, but they use different preposition. It use the “at” for Qian Tang River, and “to” for West Lake. From the meaning of the sentence we should change the “at” to the “to”. “At” means Qian Tang River is in the hotel, and it is impossible.
In the last paragraph, it uses the slogan as “Customers being the God”. It is trying to present the excellent service to the customers. But this kind of translation is not as good as expected. In western culture, they believe that the God really exists, so they will merely use the God to describe anything. And for Chinese, most of us don’t have that kind of belief, so use this kind of slogan is meaningless. In my opinion, it is better to modify the slogan as : customer first, or we will never say NO to our customers.
3.3 Case study three: Profile of Hyatt Hotel in Hangzhou
The C-E profile translation of Hyatt Hotel in Hangzhou

Prominently located in the lakeside pedestrian zone, on the banks of West Lake and within walking distance to the business, entertainment and shopping districts, Hyatt Regency Hangzhou is the city’s premier venue for corporate meetings and leisure travel. With spectacular lake views, contemporary design, modern technology and culinary excellence, the hotel brings world- class luxury and innovative dining and entertainment to Hangzhou.

Issues and advices
The sentence structure is good, and whatever the informative function or vocative function of the profile is good as well. But I think it used too advanced words, such as “premier venue”, “culinary”. It may be not so easy to understand for the visitor who comes from the country regard English as a kind of foreign language.
3.4 The existing problems in hotel profile C-E translations
From the analysis above, we can see that there still a lot of translation issues in the English profile of hotel. They can be summed as misspelling, grammatical mistakes, lexical level problems, redundancy and cultural loss. For misspelling, we can found a lot of misspelling in the profile of Yinyue hotel. This kind of issues is comparatively low-graded, and it is the easiest one to find and correct. For the grammatical mistakes, it is also a basic issue. We can find this issue in the profiles both of Yinyue and Hangzhou wan. In the five star- rated hotel Hyatt, there is merely this kind of issue. For the lexical level problems, it just means the profile used too advanced words. It will make the customers can’t understand the information in the profile well, especially for the visitors who come from Non-English speaking countries. In the profile of Hyatt, there are several advanced words to describe the hotel. And the main function of the profile of hotel is giving the information to the customers, on the base of it; the profile gets vocative function as well. So giving the information of the hotel clearly and exactly is first and foremost. So maybe using some general words will be more suitable.

4. The Study of Translation Strategies
4.1 Text type of Source Text
In Peter Newmark’s book A Textbook of Translation. He divided the text into three categories: expressive, informative and vocative. To say it in detail, (1) the expressive including the serious fictional literary, the speech made by authority, biography, essay and personal letters; (2) the informative text including teaching material, scientific reports, articles in newspapers, academic thesis, dissertation, meeting report or agenda; (3) Vocative text including public notices, product manual, advertisement, political propagandize and enticing articles. Sometimes popular novels are included as well [2]40. The profile of hotel should be the text which get ‘informative’ and ‘vocative’ two functions. Whatever the text is English or Chinese, the commonness is provide the rel ated information of hotel, introduce the service facilities and service content. The aim is inspire the traveler’s desire of choosing the hotel to stay.
4.2 Skopos of Source Text
The skopos theory scholars represented by Reiss, Vermeer and Nord had brought their opinion definitely: the translator should pay attention to the translated text could get some kind of communicative Functions in target language environment. In a word, the skopos theory emphasize translation must on the principle of skopos- the purpose of translation decide the process of translation; it is mainly include the theory of translation activity and the theory of translation purpose; it interpret the translation in a bran-new perspective; it adjust the changing relationship between the author, translator and the reader; it guide the translator try his best to achieve the expected function from the translation purpose rather than to consider the method of translation first.
The target of the profile of the hotel is to deliver the information not only about the hotel but also include the information of the environment around the hotel. Another important target is call up the customer to choose the hotel for rest. Actually it is corresponding to the informative function and vocative function which mentioned in the text typology.
4.3 The Translation compensation strategies
The main target of the English version profile is the foreign visitors. So we should respect their reading habits, appreciation, aesthetic appeal and human values. The English version of hotel profile mainly delivers the information and provides advisory service. It focuses on the credibility, pursuit objective and it should be fair. So when we translate the introduction of hotel into English, we should give some modification to it. I’ve concluded that there are four points to help the translating of the profile.
4.3.1 Simplification.
In English version we should avoid the repetition and pay attention to the simple and fluent of the language. So in the profile of Yinyue, I think it is better to remove the scenic spots introduction in the first paragraph. Now we can see another example. In last century, the slogan of Beijing Lidu Holiday Inn is “In Beijing There Is Lido Where Everything Is Possible”. While after 21st century, the slogan has been changed as “Be Yourself”. It means that in the current society, people is used to the high speed life, and advocate leisure awareness. So simplification should be the first element to the profile of hotel. We should simplify some wordy long sentence when we translate the profile of hotel to make it easy to read.
4.3.2 Recapitulation.
It means to summarize the detailed information in the source text. So I think in the profile of Hangzhou wan hotel, there is no need to list the room one by one. We can use some very general words such as “a lot of”, “enough”, “variety” to sum up the situation of the hotel. Let’s take the profile of Baiyun hotel as another example. “The Outstanding star hotel in Zhejiang Province; One of the top ten casual resort hotels in Zhejiang Province; The first choice resort and entertainment place in Zhejiang Province; The best consuming organization well recognized by the Chinese People; The best hotel in Shaoxing; The business serving name brand in Zhejiang Province; The famous repast hotel in Chine; The green hotel in Zhejiang Province.” In the profile of Baiyun hotel, it translated all the honorary titles. We really doubt about the necessary of it. How can the foreign visitors understand the numerous titles and is it nessary to list 8 titles in a profile? What the foreign visitors really need is the exact information and the objective facts. So show the most representative award is enough. The profile could be modified like this: It has been awarded “the Best Hotel” in Shaoxing and one of the “Top Ten Hotels” in Zhejiang Province.
4.3.3 Angle Conversion.
In the Chinese profile we usually use slogan to show how excellent the hotel is. Such as mentioned in the profile of Hangzhou wan hotel – “Customer being the God”. And as the reasons I mentioned above, it is not suitable to use God in the similar. Beside this, I think provide the information of the scenic spots and the traffic to the visitors is better than show the slogan simply. We found same issues in the profile of ShiLin Hotel. “The hotel is committed to its motto: Customer is always right and perfect service is our goal. We warmly welcome guests and friends at home and abroad to come for a visit here. The hotel attendants and staff are all qualified for their jobs. They are responsible, hospitable and warmhearted. They are ready at all times to do their utmost to make your visit to Mountain Huangshan an enjoyable experience to your heart.” This translation has been affected by Chinese deeply. To mak e the customers satisfied is the basic requirement of service industry. “Responsible”, “hospitable” and “warmhearted” are the features to service people, so it is needless to list in the profile of hotel. And it is redundant to emphasize the decision and the attitude of the hotel too much. So it’s better to converse the angle and modify the profile like this: Enjoy a warm welcome at Shilin Hotel, where your satisfaction is guaranteed; enjoy the best service offered by our best-trained staff.
4.3.4 Modification from the overall view.
There are some differences between the Chinese profile of hotel and the English profile of the hotel, especially the text structure. The text structure of English profile is: Overview introduction – In-room facilities – Features and Activities – Hotel Services and Amenities – Special Explanation. The text structure of English profile is : Overall introduction (including the environment from the outside to inside of the hotel, the service spirit) – The Conference Center –In-room facilities – The introduction of food and the facilities for entertainment. So when translate for the profile, the translator and adjust the structure according to the English structure.

4.3.5 Language Comparison
Affected by the Chinese traditional culture-based view and the "unification" thinking, Chinese chapters are always arranged by a structure which put the most important information in the end of a sentence: describe the main idea extensively first, then give a conclusion and ;while, such as “大知大悟”, “顿悟成佛” these kind of sentences which emphasize the meaning rather than the structure of sentence usually use several short phrases to make up a sentence. Chinese sentences always outspread the question by layers, naturally and smoothly, it make the amount of short phrases in Chinese is much larger than in English. The logic hide between the lines; at the same time, Chinese pay attention to the rhythm, idiom, parallelism are always used by Chinese. However, the western language emphasize the individual, the characteristic is the main idea is put at the beginning of the sentence, then divide the sentence into several parts to study. The western language attaches importance to the morphology, the structure of sentence is clear and the logic is rigorous.
Chinese are always affected by the classic landscape poems and essays, the brief introduction usually pile the flowery language up. While the western language owns such kind of characteristics, like impersonality, simple and detailed. And they pursue the beauty of nature and logos [10]116.

5. Conclusion
From the above discussion and study, it is easy to see that there are still a lot of mistranslations in the profile translations of hotel. Mistranslation will provide the wrong information or it can’t call up the desire of the customer to choose the hotel to stay. From another side, for the cities, especially for the tourist attraction cities, , it will bring some negative effect. It is not avail to the development of the tourism and hotel industry.
So it’s assumed that in the future the text typology could be combined with skopostheories together as the basic theory and skill for translation. It will make the profile much informative and vocative.
And it is not only the duty of the translator but also the duty of the management of hotel. The managers should pay sufficient attention to the translation of the profile.

Acknowledgements
My initial thanks go to my supervisor Fan Yanlong, who patiently supervised my dissertation and was at times very willing to offer me illuminating advice or suggestions. Without his help, I could not have finished this dissertation.
I am also indebted to other teachers and my classmates who have not only offered me their warm encouragements but also shared with me their ideas and books. They are Yao Hong, Zhao Mingdan, Li Quan, and many others.
My greatest personal debt is to my grandparents and parents, who have cultivated a soul of sensitivity, hospitality, and honesty out of me, and offered a harbor of happiness and sweetness for me.

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