INTRODUCTION
Rationale
As an English major at Duy Tan University, I have access to a wealth of knowledge across various fields through books, magazines, and online resources Among these experiences, translating a document on travel marketing has been particularly engaging and enriching for me.
Understanding the fundamentals of marketing to diverse consumers is crucial in today's landscape, as customers are equipped with sophisticated knowledge influenced by business innovations and advanced technology.
I think that I chose this book to translate because this is a very useful introductory book that summarises a wealth of knowledge in an accessible format.
It is suitable for undergraduate students as well as travel professionals and those planning a career in travel and tourism.
Aims and Objectives
- Showing my skill about translation and interpretation that I have learned for 4 years at university.
- Widening my knowledge about translation major and improving my translation skills.
- Developing interpreting and analyzing skills
- Solving problems and difficulties as well.
In order to get above stated aims, the following objectives are set:
- Improving the ability to translate and use words properly
- Learning more knowledge from different fields
- Conveying textual content as accurately as possible.
Scope of the Study
This graduation paper presents a proposed Vietnamese translation of Chapter 2, "Understanding Customer Needs and Wants," from Mark Anthony Camilleri's book, "Travel Marketing, Tourism Economics and the Airline Product." Additionally, the paper includes an analysis of challenging vocabulary and grammar structures encountered during the translation process.
Mark Anthony Camilleri's book, "Travel Marketing, Tourism Economics and the Airline Product," delves into customer-centric travel marketing and the economics of tourism and airlines It outlines effective strategies and operational management within the travel and airline sectors Additionally, Camilleri passionately examines emerging trends such as travel distribution, revenue management, e-tourism, and interactive marketing, providing valuable insights for industry professionals.
This article focuses on Chapter 2, titled "Understanding Customer Needs and Wants," from a 12-chapter book Due to time constraints for my graduation paper, I will translate and analyze this chapter, which contains approximately 4,100 words.
The book has three main sections:
Part I: “An Introduction to Travel Marketing” has 7 chapters
Part II: “Tourism Economics” has 2 chapters
Part III: “The Airline Product” has 3 chapters
The text comes from the book “Travel Marketing, Tourism Economics and the Airline Product” written by Mark Anthony Camilleri, (2017).
THEORETICAL BACKGROUND
Translation Theory
Translation theory explores the relationships between languages, making it a vital aspect of comparative linguistics It encompasses the process of translation between any two languages or dialects, whether they are related or unrelated, and considers various factors such as spatial, temporal, and social contexts.
Language relations are typically two-directional but not always symmetrical In contrast, translation is a uni-directional process, occurring specifically from a source language (SL) to a target language (TL).
Translation is the process clearly presenting the relation between at least two languages: source language (SL) and target language (TL).
There are many different definitions of translation given by some well- known linguistic experts as follows:
“Translation is the replacement of textual material in one language (SL) by equivalent textual material in another language (TL).” – J.C.Catford
“Translation is a process of rendering the meaning of a text into another language in the way that the author intended the text.” – Peter Newmark
“Translation is the process of conveying messages across linguistic and cultural barriers.” – Ian Tudor (1965)
There are various methods of translation, and categorizing them can enhance our understanding and ability to differentiate between these approaches By thoroughly grasping the different types of translation, we can avoid common mistakes in the translation process.
According to J.C Carford, translation falls into two categories: full and partial.
(i) In a full translation, the entire text is submitted to the translation process: that is every part of the SL text is replaced with TL text material.
Example: Abstract Business ought to understand their customers’ needs and wants, if they want to remain successful in a competitive market place.
->Kinh doanh trừu tượng nên hiểu nhu cầu và mong muốn của khách hàng nếu họ muốn duy trì thành công trong một thị trường cạnh tranh.
(ii) In a partial translation, some part or parts of the SL are left untranslated: They are simply transferred to and incorporated into the TL.
Example: Drucker (1973) cho rằng mục đích của kinh doanh là tạo ra một khách hàng hài lòng.
->Drucker (1973) contended that the purpose of the business is to create a satisfied customer.
This distinction relates to the levels of language involved in translation.
In “total” translation, all levels of SL text are replaced with TL material
In “total” translation, SL grammar and lexis are replaced with equivalent
TL grammar and lexis This replacement entails the replacement of SL phonology/ graphology with TL phonology/ graphology, but this is not normally replacement with TL equivalents.
Example: Have you ever been to Ha Noi?
->Bạn đã bao giờ đến Hà Nội chưa?
In “restricted” translation, SL is replaced with equivalent one at only one level (phonologically/graphologically) or at only one of the two levels of grammar and lexis.
In transliteration, SL graphological units are replaced with corresponding
SL phonological units Then these SL phonological units are translated into equivalent TL phonological units Finally, the TL phonological units are replaced with corresponding TL graphological units
Example: Washington => Oa-sinh-tơn
Scandal => Xi-cang-dan 2.1.2.4 Phonological Translation
In this translation, the main thing is SL phonology replaced with equivalent TL one, but there are hardly other important replacements.
Phonological translation can inadvertently lead to grammatical or lexical alterations For instance, an English plural like "cats" might be transformed into the singular "cat" if the target language lacks final consonant clusters.
2.1.2.5 Free, Literal and Word-for-Word Translation
A "free" translation offers flexibility without strict adherence to the original text, while "word-for-word" translation maintains a direct correspondence to the source "Literal" translation occupies a middle ground, beginning with a "word-for-word" approach but adapting to the target language's grammar by incorporating additional words and altering sentence structures, resulting in a translation that may shift between group-group or clause-clause formats.
Free translation: The film is beyond any words.
->Bộ phim không chê vào đâu được.
Literal translation: It’s raining cats and dogs.
->Trời đang mưa như chó và mèo cãi nhau.
Word-for-word translation: You are thin, he is fat.
->Anh thì gầy, nó thì béo.
Methods and Principles of Translation
The SL grammatical constructions are converted to their nearest TL equivalents, but the lexical words are again translated singly out of context.
As a pre-translation process, this indicates the problem to be solved.
Example: She is deaf to all his advice.
->Cô ta lờ đi tất cả những lời khuyên của anh ta.
A faithful translation seeks to accurately convey the original context while adhering to the grammatical structures of the target language It effectively transfers cultural terms and maintains the level of grammatical and lexical uniqueness found in the source text The goal is to remain true to the intentions and stylistic choices of the original author.
Example: He has done well.
->Anh ấy đã làm việc tốt.
This approach emphasizes the aesthetic quality of the source language text, prioritizing a beautiful and natural sound over strict adherence to meaning when necessary It seeks to avoid any jarring elements such as assonance, wordplay, or repetition in the final version.
Example: She has a sunny smile on her face.
->Cô bé có gương mặt với nụ cười tỏa nắng.
The "freest" form of translation is primarily utilized for plays, particularly comedies, and poetry In this approach, the essential themes, characters, and plots are retained while adapting the source language (SL) culture to the target language (TL) culture, resulting in a rewritten text.
Example: “It was far in the night, and the bairniesgrat
The mither beneath the mools heard that”
-> Đêm khuya tiếng khóc trẻ than Dưới mồ thao thức mẹ nằm mẹ nghe 2.2.1.5 Free Translation
This method replicates the substance of the original work while omitting its style, resulting in a paraphrase that is often significantly longer than the source material Known as "intra-lingual translation," this approach can come across as verbose and pretentious, giving the impression that it has not been translated at all.
Example: She is second to none.
->Cô ấy không bao giờ chịu lép vế ai.
Idiomatic translation conveys the essence of the original message but often sacrifices subtle meanings by favoring colloquial expressions and idioms that may not be present in the source text.
Example: Nothing is more precious than independence and freedom.
->Không có gì quý hơn độc lập tự do.
This translation method aims to convey the precise contextual meaning of the original text, ensuring that both the content and language are easily understandable for the audience It is commonly used in news broadcasts and articles In some instances, communicative and semantic translations may align closely.
Example: How do you do
There are some basic principles of translation listed by Nguyen Manh Quang
The translation should reflect accurately the meaning of original text. Nothing should be arbitrarily added or moved, though occasionally part of the meaning can be “transposed”.
Example: She did it with the reluctance.
->Cô ấy làm việc với sự miễn cưỡng.
In translation, it is crucial to maintain the original order of words and phrases as closely as possible, especially regarding their form and sequence When uncertain, underline the key words in the original text that carry the main stress In English, emphasis can be achieved through techniques such as word order inversion and specific structures, including "No sooner than ", "It is/was that (who) ", and "Only by ".
Example: No sooner had I left the library than it started raining.
->Ngay khi tôi bước ra ngoài thư viện thì trời đổ mưa.
Idiomatic expressions are notoriously untranslatable These include similes, metaphor, proverbs, saying, jargons, slangs, colloquialisms and phrasal verbs If the expressions cannot be directly translated, try any of the following:
Example: Beauty is only skin deep.
->Cái nết đánh chết cái đẹp.
A translator's primary goal is to maintain the original style and tone of the text, avoiding any unnecessary changes However, in cases where the original text is poorly written or plagued by tedious repetitions, a translator may take liberties to correct these defects, thereby enhancing the overall quality of the translation.
Example: He ate, drank, talked, and asked during the meal.
->Ông ấy vừa ăn uống luôn miệng nói, hỏi suốt cả bữa ăn.
SUGGESTED TRANSLATION
To thrive in a competitive market, businesses must grasp their customers' needs and desires This chapter emphasizes the importance of market research for tourism companies, highlighting the ongoing necessity for insights into customer preferences.
A well-structured plan is essential for refining research objectives, as it enables researchers to clearly define their research problem Once the problem is established, selecting an appropriate methodology becomes crucial for effectively gathering either exploratory or descriptive data.
(3) The successful research organization which has been entrusted with the market research will collect the data, analyse and interpret findings
Chương 2: Hiểu nhu cầu và mong muốn của khách hàng
Để duy trì thành công trong một thị trường cạnh tranh, các doanh nghiệp du lịch cần hiểu rõ nhu cầu và mong muốn của khách hàng Chương này sẽ giới thiệu về nghiên cứu thị trường, một công cụ thiết yếu giúp các doanh nghiệp thu thập thông tin cần thiết về khách hàng của mình.
Trong bối cảnh hiện tại, việc xây dựng một kế hoạch chi tiết sẽ hỗ trợ các nhà nghiên cứu đạt được mục tiêu của họ Khi vấn đề nghiên cứu đã được xác định rõ ràng, các phương pháp phù hợp có thể được lựa chọn để thu thập dữ liệu thăm dò hoặc mô tả hiệu quả.
(3) Tổ chức nghiên cứu thành công được giao nhiệm vụ nghiên cứu thị trường sẽ thu thập dữ liệu, phân tích và giải thích kết quả
(4) Afterwards, the research agency will be in a position to report conclusions, research limitations and implications of study
(5) The research report will only add value to the commissioning business if the marketing managers would take heed of key recommendations.
(6) The tourism service providers should have a good understanding of their customers They are expected to continuously research the market to get to know their customers’ needs and wants
This chapter emphasizes the crucial role of market research in the tourism industry, offering a structured outline for a research plan It serves as a valuable guideline for aspiring professionals in travel marketing, highlighting the significance of understanding market dynamics to enhance business success.
(8) Hence, the readers of this chapter will acquire relevant knowledge on market research techniques, methodologies, data analyses and interpretation of the findings.
(4) Sau đó, cơ quan nghiên cứu sẽ có chức vụ báo cáo kết quả, các mặt hạn chế nghiên cứu và tầm quan trọng của nghiên cứu
Báo cáo nghiên cứu sẽ gia tăng giá trị cho doanh nghiệp vận hành, miễn là các nhà quản lý tiếp thị chú ý đến những khuyến nghị quan trọng.
Các nhà cung cấp dịch vụ du lịch cần nắm vững thông tin về khách hàng của mình Họ phải thường xuyên nghiên cứu thị trường để hiểu rõ nhu cầu và mong muốn của khách hàng.
Chương này nhấn mạnh vai trò thiết yếu của nghiên cứu thị trường trong ngành du lịch, giúp các doanh nghiệp hiểu rõ hơn về nhu cầu và xu hướng của khách hàng Nó cũng cung cấp một kế hoạch nghiên cứu chi tiết, phục vụ như một hướng dẫn cho những ai đang theo đuổi sự nghiệp trong lĩnh vực tiếp thị du lịch.
(8) Do đó, độc giả của chương này sẽ thu được kiến thức liên quan về kỹ thuật nghiên cứu thị trường,phương pháp luận, phân tích dữ liệu
(9) If the research is outsourced to a specialized agency, the business should provide a brief to the research organization which explains its research objectives
(10) It outlines how market and consumer data can be collected; the type of research being envisioned
(by clearly indicating what are the businesses’ expectations from this project); question areas to be covered during the research; it provides a realistic time table; as well as a budget
The agency typically sends a proposal to the business by a predetermined deadline To ensure the best choice, it is recommended that the commissioning business obtains quotes from multiple research agencies before making a commitment.
(12) Drucker (1973) contended that the purpose of the business is to create a satisfied customer He went on to suggest that marketing cannot và giải thích kết luận.
Khi một doanh nghiệp thuê nghiên cứu từ bên ngoài cho một cơ quan chuyên môn, họ cần cung cấp cho tổ chức nghiên cứu một bản tóm tắt rõ ràng về các mục tiêu của nghiên cứu.
Bài viết này tóm tắt quy trình thu thập dữ liệu thị trường và người tiêu dùng, nêu rõ loại hình nghiên cứu dự kiến và kỳ vọng của doanh nghiệp từ dự án Nó cũng chỉ ra các lĩnh vực câu hỏi sẽ được khám phá trong nghiên cứu, đồng thời cung cấp bảng thời gian thực hiện và ngân sách dự kiến cho dự án.
Sau khi hoàn tất quá trình, cơ quan sẽ gửi lại một đề xuất cho doanh nghiệp vào ngày đã thỏa thuận Chúng tôi khuyên doanh nghiệp nên yêu cầu báo giá từ nhiều cơ quan nghiên cứu trước khi quyết định hợp tác với bất kỳ đơn vị nào.
According to Drucker (1973), the primary objective of a business is to create satisfied customers He emphasizes that this goal should not be viewed as a separate function but rather as an integral aspect of the entire business, focusing on outcomes from the customers’ perspective.
Kotler (1973) emphasized that effective marketing involves delivering the appropriate product or service at an optimal price, ensuring it is accessible in the right location and at the right moment, all while achieving profitability.
(14) In other words, marketing is essentially the management process by which companies identify, anticipate and satisfy their customers’ need and wants, while simultaneously making a profit
Levitt (1986) argued that the primary goal of a business is to create and retain customers, emphasizing that corporate strategy is inherently tied to marketing strategy He suggested that marketing should not be viewed as a separate function but rather as an integral part of the entire business operation, focused on delivering value from the customer's perspective.
