INTRODUCTION
RATIONALE
As an English major, I've observed an increasing demand for translation services, particularly in travel and entertainment This highlights the importance for translators to not only possess strong language skills but also to continuously expand their knowledge across diverse global fields.
Moreover, tourism and entertainment are the most essential and rapidly growing industries day by day in Vietnam As a result, I chose the book
The book "Recreation, Event, and Tourism Businesses" offers a practical overview of the recreation, event, and tourism sectors, along with essential insights into the business planning process It serves as a comprehensive resource for industry practitioners and students aspiring to build careers in these fields The text emphasizes the integration of expertise and explains the operational dynamics of the industry, covering key aspects such as business initiation, management, service delivery, risk management, finance, and marketing Furthermore, it highlights sustainable practices, demonstrating how businesses can operate in an environmentally friendly manner.
With my expertise and knowledge, I aim to deliver a comprehensive translation that garners appreciation Specifically, through the suggested version, I intend to share valuable insights on recreation, events, and tourism for all.
AIMS AND OBJECTIVES
- Demonstrating my ability in translating a document.
- Owning practical skill to analyze and translate that is easy to be misunderstood
Conducting this research paper, I want to:
- Review the theory of translation
- Translate text smoothly and naturally
- Analyze complicate words, phrases, structures, contexts, etc.
- Give some implications and solutions for English teaching and learning, especially translation.
SCOPE OF THE STUDY
This article primarily concentrates on Chapter 4, which encompasses 4,740 words, while acknowledging the broader topics of entrepreneurship, business planning, market analysis, target markets, competitive analysis, and marketing strategies Due to time constraints, a comprehensive exploration of these various sectors is not feasible within this paper.
This paper will explore the challenges encountered during translation, focusing on context-specific vocabulary, the application of English grammar and syntactic structures, and the semantic nuances of economic terminology.
"Recreation, Event, and Tourism Businesses," authored by Robert E Pfister and Patrick T Tierney, serves as a comprehensive textbook and practical guide for aspiring entrepreneurs in the industry Leveraging the unique perspectives of a seasoned business owner and an academic professor, this book provides essential insights and step-by-step strategies for successfully launching a business in the recreation, event, and tourism sectors.
Starting a business in the recreation, event, and tourism sectors can be challenging, but this book offers essential insights into these industries and the business planning process It presents effective strategies for launching a successful venture and shares best practices drawn from the authors' extensive experience With over 20 years in the field, the authors provide advanced marketing and management techniques, focusing on key concepts such as liability, finance, and operational standards This comprehensive guide not only enhances understanding of the recreation, event, and tourism sectors but also highlights the critical factors for achieving sustainable business success.
Chapter 4 focuses on the significance of retail sales and the integration of physical and online stores, emphasizing how location and presentation influence retail success It outlines six key elements essential for successful retailing, highlights the critical need for theft prevention, explores income opportunities through rentals, and discusses fundamental considerations for food and beverage service.
The text has 13 chapters with 284 pages, but the time is limited so I only translated only chapter 4 with 4740 words in length The name of chapter 4 is
“Retail, Other Profit Centers, and Facilities”
In this book, there are 13 chapters listed as follows:
- Your Commercial Recreation, Event, and Tourism Business Adventure
- Entrepreneurship and the Business Planning Process
- Business Concept: Products and Services
- Retail, Other Profit Centers, and Facilities.
- Market Analysis, Target Markets, and Competitive Analysis
- Management, Leadership, and Team Building
- Service Quality Management and Customer Loyalty
- Ethics, Environmental Management, and Sustainability
- Protecting Your Assets: Liability and Risk Management
- Completing and Implementing the Business Plan
- Preparing for a Career in Commercial Recreation Events and Tourism
Published on August 25, 2009, by Human Kinetics Publishers, "Recreation, Event and Tourism Businesses" is authored by business owners and professors Robert E Pfister and Patrick T Tierney This insightful book is accessible at Duy Tan University’s library, making it a valuable resource for those interested in the fields of recreation, event management, and tourism.
THEORETICAL BACKGROUND
Translation Theory
Translation is a multifaceted concept with various definitions shaped by different perspectives Linguists have established numerous interpretations of translation, reflecting its complexity and the diverse contexts in which it occurs.
“Translation is the replacement of textual material in one language (source language) by equivalent textual material in another language (target language)” [1] (J C Catford, 1962:20]
“Translation is rendering the meaning of a text into another language in the way that the author intended the text” [2] (Peter Newmark)
“Translation is a process of conveying messages across linguistic and cultural barriers” [3] (Ian Tudor]
Translation can be categorized in various ways based on its extent, levels, and ranks, which aids in a deeper understanding of the translation process Recognizing these categories allows for clearer distinctions in translation methods and helps prevent errors during the translation process My graduation post utilized some of these translation types to illustrate their importance.
The distinction relates to the extents of translation/source language text which is submitted to the translation process
(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 [4]
Your equipment rental revenues grew fantastically over the year.
Doanh thu cho thuê thiết bị của bạn đã tăng đáng kinh ngạc trong năm.
In all my life I witnessed you fight against God In the end you are loved.
In the midst of everything I've lost, I often find myself torn between wanting you and seeking a higher purpose My greatest mistake lies in my inability to fully commit to love; my affection is split between you and my spiritual aspirations Ultimately, my pursuits have been driven more by ambition than by genuine love.
Trong suốt cuộc đời, anh chứng kiến cuộc chiến của em với Chúa, nhưng em vẫn tìm thấy tình yêu Dù mất mát nhiều thứ, tình yêu không bao giờ rời xa em Còn anh, có lúc khao khát em, có lúc lại khao khát Chúa Trong những sai lầm của mình, điều tồi tệ nhất là anh chưa bao giờ chọn tình yêu Tình yêu của anh chia đôi giữa em và Chúa, nhưng thực chất, tất cả chỉ là vì tham vọng của chính anh.
(ii) In a “partial” translation, some part or parts of the SL text are left non-translated: they are simply transferred to and incorporated in the
“Áo dài” là một trong những trang phục truyền thống của phụ nữ Việt Nam [11]
“Ao dai” is one of the traditional costumes of Vietnamese women. 2.1.2.2 Total vs Restricted Translation
In term of levels, translation is divided into two types by J.C.Catford: total translation and restricted translation This distinction relates to the levels of language involved in translation
Total translation involves substituting all levels of the source language (SL) text with target language (TL) material However, the term "total translation" can be misleading, as it suggests a complete replacement of all SL elements, which is not entirely feasible.
TL, though total replacement is involved.
Have you ever been to Da Lat?
=> Anh đã bao giờ đến Đà Lạt chưa?
Is this the first time you have been to Belgium?
=> Đây có phải là lần đầu tiên bạn đến Bỉ?
(ii) Restricted translation is replacement of SL textual by equivalent TL textual material, at only one level
Example: New York Niu – Ooc
Transliteration involves substituting the graphological units of the source language with its corresponding phonological units Next, these phonological units are translated into equivalent phonological units in the target language Finally, the target language phonological units are converted into their respective graphological units.
Example: Washington Oa-sinh-tơ’n
Example: Scandal Xì-căng-đan
Principles and Methods of Translation
In the translation process, adhering to key principles is essential for translators M.A Nguyen Manh Quang outlines fundamental translation principles in his book "Translation Theory," which are applicable across all translation tasks.
The translation should reflect accurately the meaning of the original text. Nothing should be arbitrarily added or moved, though occasionally part of the meaning can be “transpose”.
He was limp with fatigue.[4]
Anh ta mệt đến độ không đứng lên nỗi.
In translation, it is essential to maintain the original order of words and ideas as closely as possible, particularly regarding the form and sequence of words When uncertain, highlight the key words in the original text that carry the main stress In English, emphasis can be achieved through various structures, such as using inversion of word order or phrases like "No sooner than ", "It is/was that (who) ", and "Only by ".
No sooner had I eaten shrimp than I started feeling sick.
Ngay sau khi tôi ăn tôm tôi bắt đầu thấy không khỏe.
Languages often differ greatly in their levels of formality in a given context To resolve these differences, the translator must distinguish between formal and fixed expressions.
Example: Please do not fold…![4]
Vui lòng không gấp lại…!
Idiomatic expressions are notoriously untranslatable These include similies, metaphors, proverbs, sayings, jargons, slangs, colloquialisms and
H phrasal verbs If the expressions cannot be dirrectly translated, try any of the following:
If translators cannot directly translate the expressions, they should consider some followings:
Retain the original word, in inverted commas.
Retain the original expression, with a literal explanation in brackets.
Use a non-idiomatic or plain prose translation.
Sai một ly đi một dặm [13]
=> A miss is as good as a mile.
Chết vinh còn hơn sống nhục [13]
=> Better die on your feet than live on your knees.
The translator in general should not change the style of the original. However, if the text is sloppily written or tediously repeated, the translator may correct the defects
He ate, and drank, and talked, and asked during the meal [4]
Ông ta vừa ăn uống vừa luôn miệng nói suốt cả bữa ăn.
Hãy biết yêu thương đồng loại của mình.[4]
Let’s love our human fellows.
A common criticism of translation is that it often lacks a natural flow, primarily due to the translator's heavy reliance on the original text To overcome this issue, a useful technique is to momentarily set aside the source language (SL) text and translate a few sentences aloud from memory This approach can help reveal more natural patterns of thought in the target language, allowing for a translation that sounds more authentic and fluid.
He was denied the door.
Anh ấy đến nhưng không được tiếp.
Interlinear translation showcases the target language (TL) directly beneath the source language (SL) words, maintaining the original word order This method translates each word individually using its most common meaning, often without considering context Primarily, word-for-word translation serves to grasp the structure of the SL or to aid in preparing for a more complex translation task.
Linda was presented by her parent
Linda được tặng quà bởi bố mẹ cô ấy.
The SL grammatical structures are translated into their closest TL counterparts, while the lexical terms are translated individually and out of context This pre-translation approach highlights the challenges that need to be addressed.
She is second to none.
Cô ấy không là thứ hai đối với bất kỳ ai.
I used to be crazy about her.
Tôi đã từng điên khùng vì cô ấy.
A faithful translation aims to accurately convey the original context while adhering to the grammatical rules of the target language It effectively transfers cultural nuances and maintains the original text's grammatical and lexical uniqueness The goal is to remain true to the intentions and stylistic choices of the source language writer.
“ Knowledge only progresses by making mistakes as fast as possible
“Kiến thức chỉ tiến bộ bằng cách mắc lỗi càng nhanh càng tốt.”[13]
Mary đã làm việc tốt
This translation method emphasizes the aesthetic value of the source language (SL) text, prioritizing beautiful and natural sound over strict adherence to meaning It avoids jarring elements such as assonance, wordplay, or repetition, and may use culturally neutral terms for less significant cultural words instead of direct equivalents Additionally, it allows for minor concessions to better suit the readership The key distinction between 'faithful' and 'semantic' translation lies in the former's rigid adherence to the original text, while the latter embraces flexibility and creative interpretation, enabling the translator to connect intuitively with the original work.
She has a sunny smile on her face.
Cô bé có gương mặt với nụ cười tỏa nắng.
“I never hear and read the name of Yamouth but I am reminded of a certain Saturday on the beach…” (extracted from David Cofferfied by Chales Dickens)
“Tôi không bao giờ nghe hoặc đọc đến tên “Yamouth” (tên một thị trấn) mà tôi lại không nhớ đến một sáng thứ 7 nào đó trên bãi biển…”
The "freest" form of translation, primarily utilized for plays and poetry, focuses on preserving themes, characters, and plots while adapting the source language's culture to that of the target language This approach involves a creative rewriting of the text to maintain its essence.
The film is beyond any words.[4]
Bộ phim này không thể chê vào đâu được.
Free translation focuses on conveying the content of the original text while disregarding its stylistic elements This often results in a paraphrase that is lengthier than the source material, known as "intra-lingual translation." Such translations can become overly verbose, pretentious, and may appear to lack the essence of a true translation.
Chúc một ngày tốt lành
Outside, the immense sea is a deep blue In the shade of green coconut trees, the buildings appear like a desert oasis.
Mặt biển xanh mướt, mang màu sắc thẳm sâu của đại dương không thay đổi qua hàng triệu năm Ẩn mình dưới những tán dừa xanh, các khối nhà mơ màng trong nắng tạo nên một khung cảnh thơ mộng và quyến rũ.
This approach replicates the original "message," but it often alters the subtle nuances of meaning by favoring colloquial expressions and idioms that are not present in the source material.
Jack of all trades, master of none.[12]
Một nghề cho chín, còn hơn chín nghề
Set the fox to keep the geese [12]
In this approach, translators strive to convey both the content and language accurately, ensuring the precise contextual meaning is translated This method is commonly utilized in radio broadcasts and newspapers Occasionally, communicative and semantic translation can align, enhancing the overall effectiveness of the translation.
Example: Oh! It’s a small world!
Ồ, thật là trái đất tròn!
Example: How do you do!
SUGGESTED TRANSLATION
You look at your financial statements again after one year in business, and a few surprises jump out.
Retail sales of clothing, equipment, and accessories significantly enhance your overall profit margins Initially, the retail aspect of your business may have been overlooked, as your primary motivation for starting was your passion for the sport However, recognizing the financial impact of retail sales is crucial for maximizing your business's success.
While activities like snowboarding, rafting, and fishing, as well as services such as event planning and hosting, offer engaging experiences, they typically yield lower profit margins compared to traditional retail sales.
Both your store and your online sales are stronger than you anticipated At the last minute you decided to add equipment rentails for customers Your equipment rental revenues grew
Chương 4: Bán lẻ, các trung tâm và cơ sở mang lại lợi nhuận khác.
[P1] Hãy tưởng tượng tình huống này:
Sau một năm kinh doanh, báo cáo tài chính của bạn đã tiết lộ một số bất ngờ, đặc biệt là doanh thu bán lẻ quần áo, thiết bị và phụ kiện đóng góp đáng kể vào lợi nhuận chính Ban đầu, bạn khởi đầu doanh nghiệp chủ yếu vì đam mê với các hoạt động thể thao như trượt tuyết, chèo thuyền vượt thác hoặc câu cá, và không chú trọng nhiều đến bộ phận bán lẻ Tuy nhiên, doanh số bán hàng tại cửa hàng và trực tuyến đã vượt xa dự đoán của bạn Cuối cùng, bạn đã quyết định mở rộng dịch vụ cho khách hàng, điều này đã mang lại thành công vượt bậc trong năm qua.
The opening of your store faced delays due to local government development permits and regulations, resulting in significant costs This situation forced you to secure additional loans to sustain operations until sales commenced.
Initially, the launch of your retail store faced delays due to local government regulations and the need for a business license, forcing you to borrow additional funds to sustain operations As food service became a significant part of your business, the city required you to obtain a food establishment permit Early on, your wholesale purchasing was poorly managed, leading to frequent stockouts of popular items while overstocking others that were overpriced and unsold Compounding these issues, your sales team struggled to convert potential customers into buyers After some time, you painfully realized that a few employees were stealing equipment, which severely impacted your profits.
The actions highlighted in the opening scenario emphasize the crucial role of secondary profit centers, including retail sales, rentals, and food sales, in ensuring the financial success of recreation, event, and tourism companies For many businesses in this sector, rentals and retail serve as primary sources of profit rather than just supplementary income.
Many RET businesses have evolved from their original concepts into related ventures, such as adventure travel operators who now manufacture their own outdoor equipment and event planners who incorporate equipment rentals Entrepreneurs should consider integrating retail and additional profit centers into their business strategies This chapter examines essential elements of effective planning for such expansions.
Mặc dù các hoạt động trong kịch bản khai mạc có thể không diễn ra trong thời gian ngắn, nhưng chúng thể hiện tầm quan trọng của các trung tâm lợi nhuận phụ như bán lẻ, cho thuê và bán thực phẩm đối với sự thành công tài chính của các hoạt động giải trí, sự kiện và công ty du lịch Cho thuê và bán lẻ thường là nguồn lợi nhuận chính của nhiều doanh nghiệp Nhiều nhà điều hành du lịch mạo hiểm đã chuyển sang sản xuất thiết bị bán lẻ ngoài trời, trong khi các nhà tổ chức sự kiện đã mở rộng sang lĩnh vực cho thuê thiết bị Do đó, các doanh nhân cần xem xét việc bổ sung các trung tâm bán lẻ và các trung tâm mang lại lợi nhuận khác vào kế hoạch kinh doanh của mình Chương này sẽ khám phá các yếu tố quan trọng trong việc lập kế hoạch, phát triển và vận hành các trung tâm này.
Retail, rentals, and additional profit centers can significantly enhance your overall profits, even if your business mainly focuses on providing activities and direct services The revenue opportunities in retail are immense, as highlighted by studies from the Outdoor Industry.
In 2004, active outdoor recreation retailers in the United States generated $33 billion in sales, experiencing an annual growth rate that exceeds the overall retail sales growth by approximately 1 percent.
Here are a few reasons to consider retail as a secondary profit center:
[P3] TẦM QUAN TRỌNG CỦA VIỆC BÁN LẺ
Bán lẻ, cho thuê và các trung tâm tạo lợi nhuận phụ khác có thể gia tăng đáng kể lợi nhuận chính của doanh nghiệp, ngay cả khi công ty chủ yếu cung cấp dịch vụ trực tiếp Tiềm năng doanh thu từ bán lẻ là rất lớn; theo nghiên cứu của Hiệp hội Công nghiệp Ngoài trời Hoa Kỳ, doanh số bán hàng tại các điểm bán lẻ giải trí ngoài trời đã đạt 33 tỷ đô la vào năm 2004 và tiếp tục tăng trưởng hàng năm với tỷ lệ khoảng 1% so với tổng doanh số bán lẻ Do đó, việc xem bán lẻ như một trung tâm lợi nhuận thứ cấp là hoàn toàn hợp lý.
Your activity customers now have other reasons to visit
Cross-sales are generated ( one service needs related products for optimum benefits).
Shopping is one of the most popular forms of recreation.
Hiện các khách hàng hoạt động của bạn có những lý do khác để ghé đến.
Tạo ra doanh số bán hàng chéo (một dịch vụ cần các sản phẩm liên quan để có lợi ích tối ưu).
Mua sắm là một trong những hình thức giải trí phổ biến nhất.
When considering retail, many envision their favorite local store; however, the growing trend highlights the significance of preferred retail websites Therefore, an effective retail strategy must integrate both physical storefronts and online sales channels.
An optimal website can significantly enhance user experience, as demonstrated by modern travel agents who compete with major online ticketing platforms By creating their own specialized e-commerce sites, these agents offer clients a wider range of options and tailored services, ultimately improving customer satisfaction and engagement.
Corniche Travel, www.corniche.com).
There are clear advantages to physical stores and online sales, but the synergy of both working in tandem is indisputable
Khi nghĩ đến bán lẻ, nhiều người thường liên tưởng đến cửa hàng gần gũi, nhưng ngày nay, các trang web bán lẻ cũng đang trở nên phổ biến Chiến lược bán lẻ hiệu quả cần kết hợp giữa cửa hàng thực và kênh bán hàng trực tuyến Một ví dụ điển hình là các đại lý du lịch hiện đại, họ phát triển trang thương mại điện tử riêng để cải thiện dịch vụ và lựa chọn cho khách hàng, như trang Corniche Travel Mặc dù cả cửa hàng thực và bán hàng trực tuyến đều có những lợi thế riêng, nhưng sức mạnh tổng hợp của cả hai hình thức này là điều không thể phủ nhận.
Retail stores offer customers the opportunity to physically interact with products by seeing, touching, and trying them out Experienced sales staff play a crucial role in guiding clients towards the best choices and providing incentives to encourage purchases This interaction fosters an emotional connection between customers and both the staff and the store itself Recent research indicates that nurturing this emotional relationship may be more influential than mere product satisfaction in driving repeat purchases in retail settings.
![[P14] HÌNH THỨC - AN ANALYSIS OF THE SUGGESTED TRANSLATION OF CHAPTER 4 FROM THE BOOK “RECREATION, EVENT, AND TOURISM BUSINESSES” BY ROBERT PFISTER AND PATRICK t TIERNEY, 2009](https://media.store123doc.com/figures/000/095/p-hinh-thuc-95212.png)