Study on Localization Strategies of Eco-Tourism Publicity Slogans from the Perspective of Eco-Translatory

A case study of Zhangjiajie National Forest Park and other destinations

Abstract

In recent years, ecotourism has gained significant popularity as a sustainable form of tourism, prompting many destinations to promote their natural and cultural heritage through ecotourism slogans. This study focuses on the localization strategies of ecotourism slogans from the perspective of Eco-Translatology, with a particular emphasis on Zhangjiajie National Forest Park and other ecotourism destinations. Eco-Translatology, a theoretical framework that integrates ecological principles into translation studies, provides a robust foundation for analyzing how ecotourism slogans are adapted to resonate with local and international audiences. By employing the Adaptation and Selection Theory within Eco-Translatology, this research examines the translation processes and strategies used in crafting ecotourism slogans. The study aims to uncover how translators adapt adaption and selection in source text and target text, ensuring that the translated slogans not only convey the intended message but also align with the ecological values and cultural nuances of the destination. Through a comparative analysis of ecotourism slogans from Zhangjiajie and other ecotourism hotspots, this paper seeks to contribute to the growing body of knowledge on Eco-Translatology and offer practical insights for the effective localization of ecotourism promotional materials.