入住愉快：從國際酒店集團在台北看網站翻譯

Abstract

近年國際酒店集團積極在全球拓展據點，每間新酒店的誕生都意味著一個新網站的架設與隨之而來的翻譯需求，酒店官網的翻譯工作具有旅遊類文本、多媒體翻譯以及全球化與在地化的特性，此外網站中各部分細節具有多樣的文本類型與目的，適合應用功能理論進行探討。本論文挑選台北文華東方酒店和台北君悅酒店的中文版與英文版官方網站作為研究對象，從網站概觀及網站內文兩個大方向切入，以個案研究的方式分析網站中各項元素，回答本論文之研究問題：酒店官網的文本特性對翻譯工作有何影響？譯者使用哪些策略達成酒店官網的翻譯目標？從宏觀角度來看，酒店官網的翻譯工作就像是在網路世界裡蓋一座旅館，從酒店集團到旗下酒店，以及在不同語言版本之間，網站概觀都會呈現高度一致的結果，並運用多元素材呈現品牌意象，依據商業目的決定最終排版與設計。從微觀角度來看，閱讀網站內文時就像踏上一趟奢華、夢幻的想像之旅，必須讓使用者彷彿實地造訪酒店，進而產生前往入住消費的慾望，中文、英文版本皆以簡潔優美的文句提供同步一致的服務資訊，也會使用讀者語境中產業慣用的搭配字詞，並依據行銷功能及文化差異考量各自做出適當調整。無論採取何種策略，官方網站都與酒店本體緊密關聯，為了對潛在消費者進行行銷、帶給使用者美好體驗而存在，這也正是酒店官網翻譯工作的終極目標。

International hotel chains have been vastly expanding around the globe in recent years. With the opening of each hotel property comes the need of a new official website, and thus the demand for website translation. The task of translating a franchised hotel website can be categorized as tourism texts, multimedia translation, as well as globalization and localization of texts. Meanwhile, it is suitable for discussions based on functional theories as different parts of the website have their own text types and functions. In this case-study research, I will examine the Traditional Chinese and English version of two hotel’s official websites, Mandarin Oriental Taipei and Grand Hyatt Taipei. Through analyzing from the perspectives of overall design and webpage texts, I aim to find answers for the following research questions of this thesis: How does the characteristics of hotel website texts influence the translation task? How did the translator utilize different strategies to fulfill the purpose of hotel website translation?The translation process for the overall design of a hotel’s official website is like building a real hotel on the internet. From the website of the hotel chain to the affiliated hotels, and from Traditional Chinese to English version, these websites are highly identical in terms of design overview. Hotels also make good use of multimedia materials to enhance their brand image, while business purposes determine the final layout of the website. As for webpage texts, the translated website should make readers feel as if they are actually visiting the hotel and enjoying a luxurious stay, so that it triggers their desire to make reservations for a room. The translated texts provide synchronized information about the hotel between different language versions, and make necessary adjustments based on marketing functions and cultural differences. Official website of a hotel chain’s property serves for the hotel itself to sell products, i.e. hospitality services, to potential customers, and bring wonderful experiences to website users. These are exactly the ultimate goals of the translation task.