Abstract:
The purpose of the research is to explore the strategies used by translators when translating
cultural terms found in tourism materials. Cultural terms, intertwining deeply with local
customs, traditions, and social values, often pose translation challenges since no direct
equivalents exist within the target language. Such difficulties can result in poor accuracy and
cultural sensitivity in the translation processes. Using a qualitative approach, the study draws
on semi-structured interviews with nine experienced translators working in the tourism sector.
The collected data was analyzed by using thematic analysis to identify recurring themes
related to translation practices, challenges, and contextual considerations. The findings
highlight a predominant use of hybrid strategies, which involve retaining original cultural
terms while providing contextual explanations to enhance understanding for the target
audience. The thesis presents insights into how translators navigate linguistic and cultural
complexities when translating for diverse audiences.
