From Translation to Transcreation in the Tourism Industry: SMEs and the Arab Market

Saleh Hussein, Hanan

Publication:
From Translation to Transcreation in the Tourism Industry: SMEs and the Arab Market

dc.contributor.author	Saleh Hussein, Hanan
dc.date.accessioned	2025-01-31T18:10:56Z
dc.date.available	2025-01-31T18:10:56Z
dc.date.issued	2020-06-02
dc.description	IntroductionMarketing, as a means of expansion for the hotel sector, has become a cornerstone of business success for small and medium enterprises (SMEs) across the world, especially in the past two decades. Ads, websites, presence at tourism congresses, events, trade fairs, etc., are essential tools to promote companies both nationally and internationally. It is in the international sphere that the indispensable need for the as-sistance of translators in this tricky task comes into play. In recent years, marketing directors and managers of hotel companies have become some of the most frequent clients for translators. This creates a buoyant labour market which, at the same time, requires didactic and research analysis to promote best practices in this translation field. The information sources that support our affirmation are born from the statisti-cal reports of the Spanish agencies dedicated to carrying out the work of translation assignments in the Spanish-Arabic language combination. We cite some of these companies, by way of example, such as Ofilingua, El Nativo, Wordson, among many others belonging to this sector4.As we have already mentioned, the business world is versatile and constantly evolving, so the success depends on a countless number of components, which in the vast majority of cases are beyond the control of directors or those in charge of managing the business. This has obliged hotel companies to venture into expanding into foreign markets to globalise and internationalise their businesses, with the help of expert translators who specialise in both the language and culture of the foreign target market.
dc.description.abstract	This study aims to outline a translation analysis of the websites of Spanish hotel compa- nies operating internationally2, specifically in Arab countries, in order to detect the most appropriate translation strategies when it comes to translating cultural aspects from Spanish to Arabic and which may contribute to the successful expansion of SMEs. Another aim is to develop new requirements in the specialisation of software translation in the Spanish-Arabic combination, based on the business translation model and using a cultural approach that seeks increased marketing success for SMEs in the Spanish hotel market. Este estudio trata de esbozar un análisis traductológico de las páginas web de las empresa hoteleras españolas en el ámbito internacional3, en concreto en los países árabes con el fin de detectar las estrategias de traducción más apropiadas en lo que se refiere a los aspectos culturales del español al árabe y que puedan contribuir al éxito de la expansión deseada por las PYMES. Por otro lado, se pretende forjar nuevos requisitos en la especialización de la traducción de software en la combinación español-árabe a partir del modelo de traducción de negocios desde un enfoque cultural que persigue un mayor éxito en el marketing de las PYMES en el mercado hotelero español.
dc.description.sponsorship	Departamento de Filología y Traducción
dc.format.mimetype	application/pdf
dc.identifier.citation	Saleh Hussein, H. (2020). From Translation to Transcreation in the Tourism Industry: SMEs and the Arab Market. Estudios de Traducción, 10, 231–246. https://doi.org/10.5209/estr.67476
dc.identifier.doi	10.5209/estr.67476
dc.identifier.uri	https://hdl.handle.net/10433/23041
dc.language.iso	en
dc.publisher	Revista Estudios de Traducción. Ediciones Complutense
dc.rights	Attribution-ShareAlike 4.0 International	en
dc.rights.accessRights	open access
dc.rights.uri	http://creativecommons.org/licenses/by-sa/4.0/
dc.subject	Specialised translation, transcreation, Arabic language, internationalisation, SMEs.
dc.subject	Transcreation
dc.subject	Arabic language
dc.subject	Internationalisation,
dc.subject	SMEs.
dc.title	From Translation to Transcreation in the Tourism Industry: SMEs and the Arab Market
dc.type	journal article
dc.type.hasVersion	VoR
dspace.entity.type	Publication
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relation.isAuthorOfPublication.latestForDiscovery	722eca22-d694-40f4-bbc0-d15ea7235180