| Clear international tourism destination image has been playing an important role in improving the awareness and reputation of the destination so as to encourage the potential tourists into their action to the destination. As the most effective and convenient media of communication, the Internet, especial the authoritative governmental tourism official website, is a vital means to get tourists known to the destination image. From the perspective of tourism discourse, the government tries to construct tourism destination image to foreigners, due to the fact that the discourse not only reflects the society, but also construct the society. Therefore, publicity-oriented translation in the tourist spot introduction should be conducted under the guidance of the tourism discourse theory. Only in this way can potential tourists’Psychological habit and aesthetic taste be taken good care of and the text becomes readable and acceptable. By doing so, the destination image can be well constructed and promoted.Based on the theories of discourse, tourism destination image, translation and aesthetics of reception as well as the methods of literature review, AHP and questionnaire survey, this thesis focuses on the English introduction of the tourist spots in Fujian Tourism official website. Compared with the English tourist spot introduction in Singapore tourism official website and Australian tourism official website, the English tourist spot introduction in Fujian tourism official website should be translated from the perspective of tourism discourse so that clear international tourism destination image can be established and by and by be promoted.1.Through the questionnaires based on the overseas potential tourists as well as the author’s research on the website, the author finds that many problems appear in the English introduction to the tourist spots of the cases:neglect of readers’ internal needs, short of information, short of vocative languages, abuse of wordings, specific features not highlighted, all of which fails to meet the requirements of travel advertising and theory of aesthetics of reception, and finally have an impact on the construction and promotion of the destination image of the three cases.2. Through cases comparison, for example, the comparison between the English introduction to Chinatown tourist spot in Singapore official tourism website and the English introduction to Three Lanes and Seven Alleys in Fujian official tourism website, the comparison between the English introduction to Bondi Beaches in Australian official tourism website and the English introduction to Wuyi Mountain in Fujian official tourism website,the comparison between the English introduction to Sydney tourist spot in Australian official tourism website and the English introduction to Gulang Islet in Fujian official tourism website, the thesis finds many problems exist, short of information,singularly-used of declarative sentences without any imperatives or personal pronouns which makes no communication between the marketers and readers, let alone the important appellative function in travel advertising. All of these either fit in with tourism discourse or reader-centered aesthetics of reception.3. Principles of tourist spots introduction are suggested:Put the target audiences or potential tourists in the position and guided by their actual needs; Use personal pronouns "I,we,my,our,ours and you" that readers are interested as well as conversational languages such as imperatives and interrogative sentence, which can shorten the psychological distance between tourism marketers and potential tourists.In a word, only through appropriate English description can a clear and topic-prominent tourism destination image be constructed. This thesis not only has a practical value to the semantic expressions in the English Fujian tourism web-page but also provides a decision-making reference function and intellectual support for tourism administrative departments as well as administrative departments of scenic spots. |
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