INTRODUCTION
Rationale
In the fast-paced society, the airline industry is a rapidly growing industry because of the increasing demand for travel and travel globally.
"Airline Marketing and Management, Sixth Edition" by Stephen Shaw is an essential resource for readers seeking to grasp the complexities of the aviation industry This comprehensive book addresses key challenges such as increased deregulation and the emergence of low-cost carriers Recognized as a classic, it thoroughly explores various frameworks of aviation marketing and management, making it a valuable tool for industry professionals and enthusiasts alike.
This article offers a comprehensive insight into the airline industry, highlighting key trends and developments within the business sector Stephen Shaw skillfully integrates essential marketing principles, making this book an excellent resource for those new to marketing and management.
Studying and translating this document enhances my understanding of aviation fundamentals while deepening my grasp of grammar and vocabulary in the source language This practice allows me to engage with various translations across different contexts, ultimately improving my translation skills.
Vietnamese readers interested in the flight attendant industry often face language barriers that limit their access to valuable information This document serves as a vital resource, providing essential knowledge and insights for those eager to learn about this field Through this suggested version, I aim to equip readers with the necessary information to enhance their understanding of the flight attendant profession.
Aims and Objectives
- Improving my translating skills and analyzing ability.
- Dealing with problems and difficulties with translation, vocabulary, and structure.
- Recommending the book to Vietnamese readers who are interested in this subject.
After completing my graduation paper, I acquired the following targets:
- Summing up the knowledge I learned in the past.
-Providing readers with useful information about food-and-beverage operations in full-service hotels.
- Getting more knowledge about translating the hospitality document.
Scope of the Study
This graduation paper is derived from Chapter 2, "The Market for Air Transport Services," of Stephen Shaw's book, "Airline Marketing and Management, Sixth Edition," published in 2007 Due to time constraints, the focus of this paper is narrowed down to select sections of Chapter 11, encompassing approximately 4,500 words.
This article explores the translation of specialized vocabulary and structures into Vietnamese, highlighting challenges encountered during the translation process It identifies specific difficulties that may cause confusion for translators and offers practical solutions and suggestions to enhance translation quality.
The book “Airline Marketing and Management” is the work of Stephen Shaw,
This insightful book offers valuable information on marketing and management within the aviation industry, focusing on airline operations and the interconnectedness of its divisions Additionally, it features a wealth of specialized terminology and expressions that are not commonly found in standard dictionaries.
In Chapter 2, "The Market for Air Transport Services," the focus is on the dynamics of the air transport industry and its target customers This section explores the competitive landscape and the various factors influencing customer preferences and choices within the market Understanding these elements is crucial for businesses operating in the air transport sector to effectively cater to their clientele and enhance service offerings.
The book consists of 11 chapters and 317 pages; however, due to time constraints, I have focused on translating select sections from Chapter 11, titled "The Market for Air Transport Services," which contains approximately 4,500 words.
The book has 11 chapters and the text I choose to translate is Chapter 2.
The text is divided into many different sections and it is organized as follows:
Chapter 2: “The Market for Air Transport Services”
2.1 What Business are we in?
2.2.4 The “Customer” in the Business Air Travel Market
The text is a part of the book “ Airline Marketing and Management,
Sixth Edition” by Stephen Shaw, 2007.
My Supervisor gave me the PDF file of this book.
Method of the Study
This article explores the methods of information collection and processing, focusing on translating original documents into Vietnamese By utilizing online resources and scientific analysis, it examines the nuances of translation The findings aim to provide solutions for enhancing translation quality and improving educational practices for future students.
THEORETICAL BACKGROUND
Full vs Partial translation
In the field of translation, translators often grapple with the decision of whether to translate everything or to leave certain elements untranslated J.C Catford categorizes translation into two types: full translation, which involves converting all elements of the source text, and partial translation, where some aspects remain in their original form.
In a full translation, every part of the entire text in SL is submitted by the equivalent TL.
Example: I have a cat named Gao. o Tôi có một con mèo tên là Gao.
In a partial translation, some part or parts of the SL are not translated, they are simply transferred to and incorporated in the TL text.
Example: Phở Việt Nam là một trong những món ăn ngon nhất thế giới. o Vietnamese pho is one of the best in the world.
Total and Restricted Translation
Also, according to J.C Catford, translation is divided into two types in term of levels: total and restricted translation.
Total translation is defined that replacement of all levels of SL like grammar and lexis by equivalent TL material.
Example: Poverty is no sin o Đói nghèo không phải là tội lỗi
Restricted translation involves substituting source language (SL) text with equivalent target language (TL) text at a specific level, such as phonological or graphological, or focusing on one of the two grammatical and lexical levels.
Transliteration
Transliteration is a nuanced process that entails phonological translation, where source language (SL) graphological units are substituted with their target language (TL) counterparts Initially, SL graphological units are converted into corresponding SL phonological units Subsequently, these SL phonological units are transformed into equivalent TL phonological units Lastly, the TL phonological units are replaced with appropriate TL graphological units.
2 3 Methods and principles of Translation
Methods of Translation
There are many translation methods When translating, we should use flexibly each other to exactly convey what SL express.
Word-for-word translation involves maintaining the original word order of the source language while translating each word according to its most common meaning This method is primarily utilized to comprehend the structure of the source language or to analyze complex texts as a preliminary step in the translation process.
Example: I am a girl. o Tôi là một cô gái.
The SL grammatical structure is adapted to the closest TL equivalents, while the individual lexical items are translated separately and out of context For instance, the sentence "She is deaf to all his advice" translates to "Cô ta lờ đi tất cả những lời khuyên của anh ta."
A faithful translation aims to accurately convey the contextual meaning of the source language (SL) while adhering to the grammatical structures of the target language (TL) This approach involves adapting cultural terms while maintaining a degree of grammatical and lexical "abnormality" in the translation The goal is to remain fully loyal to the intentions and text realization of the original SL writer For example, the Vietnamese sentence "Tôi cho rằng cô ấy sẽ không mua chiếc túi này" translates to "I think that she won’t buy this bag."
Semantic translation involves leveraging semantic information to facilitate the conversion of data from one representation or data model to another This approach highlights the difference between "faithful" translations and other forms, ensuring that the meaning and context are preserved throughout the translation process.
Semantic translation prioritizes flexibility by emphasizing the aesthetic value of the source language text This approach allows for compromises on literal meaning when necessary, ensuring that elements such as assonance, wordplay, and repetition flow smoothly in the final version.
Example: She has a sunny smile on her face. o Cô bé có gương mặt với nụ cười tỏa nắng.
Adaptation is a specialized form of translation primarily utilized for plays and poems, where the original themes, characters, and plots are maintained while transforming the source language culture into the target language culture This process often involves rewriting the text by a recognized dramatist or poet to ensure cultural relevance and artistic integrity.
Example: Quả tim máu. o Vengeful heart
Free translation focuses on conveying the meaning of the original text rather than its exact form, resulting in a paraphrase that is often longer than the source material This approach, known as "intra-lingual translation," represents the most flexible style of translation, prioritizing the essence of the content over its structural elements.
Example: The film is beyond any words. o Bộ phim không chê vào đâu được.
This method reproduces the “message” of the source text but tends to distort nuances of meaning by favoring colloquialisms and idioms where these do not exist in the original.
Example: Man proposes, God disposes. o Mưu sự tại nhân, hành sự tại thiên.
Principles of Translation
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 “transpose”.
The translation should closely align with the original text in terms of word order and ideas Maintaining the structure is essential, as English allows for emphasis through various techniques, including the inversion of word order and specific constructions like "No sooner than," "It was/is that," and "Only by ".
In language translation, varying levels of formality can significantly impact context Therefore, it is essential for translators to differentiate between formal or established expressions and more personal language to enhance the quality of their translations.
Example: Smoking is not allowed here ! o Thư quý vị ở đây không cho phép hút thuốc !
A translator should maintain the original style of the text; however, if the writing is poorly constructed or excessively repetitive, it is acceptable for the translation to address these issues for the benefit of the reader.
Example: He ate, and drank, and talked, and asked during the meal o Anh ấy vừa ăn uống luôn miệng nói, hỏi suốt cả bữa ăn
A frequent challenge in translation is that the final product often lacks a natural flow This issue typically arises when translators overly rely on the original text, leading to word choices that feel forced To achieve a more authentic translation, it's beneficial to set the source text aside and translate a few sentences from memory, allowing for a more natural expression of ideas.
Example: She has had three children in the past five years o Cô ấy đã có ba đứa con trong năm năm qua
SUGGESTED TRANSLATION
1 The market for air transport services.
An airline which is to apply the principles of Marketing successfully needs a thorough knowledge of current and potential markets for its services.
To effectively navigate their industries, businesses must possess a comprehensive understanding of their operations and the market research techniques necessary to gather essential insights about the marketplace.
Thị trường dịch vụ vận tải hàng không.
Một hãng hàng không muốn áp dụng các nguyên tắc Tiếp thị thành công cần có kiến thức sâu sắc về thị trường hiện tại và tiềm năng cho dịch vụ của mình Sự hiểu biết này bao gồm việc nắm rõ các doanh nghiệp trong ngành và áp dụng các kỹ thuật nghiên cứu thị trường hiệu quả để thu thập thông tin cần thiết về thương trường.
2 They must be able to identify
“Customers” and distinguish them from “Consumers” They must segment their markets and identify the requirements of
Customers in each of the segments Finally, and most importantly, they must examine their markets in a dynamic rather
Họ phải có khả năng xác định
“Khách hàng” và phân biệt họ với
Người tiêu dùng cần phân đoạn thị trường và xác định yêu cầu cụ thể của khách hàng trong từng phân khúc Quan trọng hơn, họ nên xem xét thị trường một cách linh hoạt, không chỉ dừng lại ở hiện tại mà còn dự đoán những thay đổi trong tương lai về nhu cầu của khách hàng.
3 2.1 What business are we in?
To effectively initiate market analysis, an airline must first identify the specific markets it intends to study, which involves understanding its core business activities A straightforward approach is to define its participation based on operational functions, allowing the airline to categorize itself as a key player in the aviation industry.
Để bắt đầu hoạt động, các hãng hàng không cần xác định thị trường mục tiêu mà họ sẽ nghiên cứu Điều này đòi hỏi họ phải trả lời câu hỏi về bản chất doanh nghiệp của mình Tuy nhiên, việc xác định lĩnh vực tham gia kinh doanh không hề đơn giản, vì các hãng hàng không thường dễ dàng xác định mình là một phần của ngành hàng không.
Defining business participation in the airline industry can lead to a significant underestimation of the competition's extent and nature, ultimately resulting in a serious problem for airlines.
Khi đánh giá sự cạnh tranh mà hãng hàng không phải đối mặt, việc chỉ xem xét từ góc độ doanh thu có thể dẫn đến sự đánh giá thấp về cả mức độ và tính chất của sự cạnh tranh Điều này thường được gọi là "Thị trường Thiển cận" Một cách tiếp cận hiệu quả hơn là xem xét nhu cầu mà công ty đang hướng tới để thỏa mãn và sự cạnh tranh mà họ phải đối mặt Một hãng hàng không lớn sẽ hoạt động trong nhiều lĩnh vực khác nhau để đáp ứng nhu cầu của khách hàng và vượt qua các thách thức từ đối thủ cạnh tranh.
There is a clear economic, and, often, social need for transport.
Individuals seeking optimal travel solutions prioritize satisfaction over the mode of transport, whether air or surface Many short-haul routes now offer surface transport options that match or exceed the comfort and door-to-door journey times provided by airlines.
In the future, this form of competition is likely to become more marked still, given the ambitious investment plans now in place in many countries for the
Nhu cầu về giao thông vận tải, cả về mặt kinh tế lẫn xã hội, đang ngày càng tăng cao Người tiêu dùng tìm kiếm những phương thức vận chuyển tối ưu để thỏa mãn nhu cầu của mình, bất kể đó là vận tải hàng không hay vận tải đường thủy Hiện nay, nhiều tuyến đường ngắn do vận tải mặt nước cung cấp đã đạt được mức độ dịch vụ tương đương hoặc tốt hơn so với các hãng hàng không, mang lại sự thoải mái và thời gian đưa đón tận nơi Trong tương lai, sự cạnh tranh giữa các phương thức vận chuyển này có khả năng sẽ gia tăng, nhờ vào các kế hoạch đầu tư mạnh mẽ nhằm cải thiện giao thông mặt nước, đặc biệt là giao thông đường sắt, đang được triển khai ở nhiều quốc gia.
Airlines have traditionally facilitated communication through travel, enabling face-to-face meetings However, the necessity of travel for such interactions is diminishing The rise of video conferencing, conference calling, and email is transforming how we connect, marking a significant shift in communication practices.
Các hãng hàng không hỗ trợ giao tiếp, vì du lịch mang lại cơ hội cho các cuộc gặp trực tiếp Tuy nhiên, không nhất thiết phải đi lại để tổ chức các cuộc họp, khi mà thế giới đang chứng kiến sự bùng nổ của hội nghị trực tuyến, gọi hội nghị và email.
The future of video conferencing is promising, with advancements leading to lower costs, improved quality due to the expansion of broadband networks, and increased accessibility As a result, more companies are investing in video conferencing suites for their employees, enhancing communication and collaboration.
Also, increasing numbers of personal computers are being sold with in-built web cameras, allowing video- conferencing to come to the desk top.
Tương lai của hội nghị trực tuyến hứa hẹn sẽ trở nên rẻ hơn và chất lượng tốt hơn nhờ vào sự phát triển của mạng băng thông rộng Nhiều công ty đang đầu tư vào các phòng hội nghị trực tuyến cho nhân viên, đồng thời ngày càng nhiều máy tính cá nhân được trang bị camera mạng, góp phần làm cho hội nghị trực tuyến trở nên phổ biến hơn.
The airline industry is experiencing significant competition from the telecommunications sector, which is intensifying the pressure on airlines to reduce costs This competitive landscape and its potential effects on the airline sector are explored further in the following section.
The airline industry is facing significant competition from the telecommunications sector, which is expected to increase further, particularly during recessionary periods when many companies are struggling This heightened competition will exert pressure on cost-saving measures within the aviation sector The implications of this competitive landscape for the airline industry will be explored in greater detail in Section 3:5:1.
Airlines today are increasingly involved in the intensely competitive leisure industry.
Customers have to decide how they will use both their disposable income and disposable time.
Disposable income can be used to purchase holidays It can, though, also be used to buy a wide range of other consumer items.