Cross-cultural tourism translation under the visa-free policy: a case study of popular tourist attractions in Chengdu city
免签政策下的跨文化旅游翻译——以成都市热门景点为例

摘要

在全球化和免签政策的推动下，成都作为西部旅游枢纽城市的国际影响力持续攀升，2026年春节假期成都跻身全国入境游热门目的地第四位，成为北上广之外最受国际游客青睐的城市。然而，旅游翻译的跨文化适配性不足成为制约国际游客体验与文化传播的核心问题。本研究以霍夫斯泰德文化维度理论、奈达功能对等理论及归化异化策略为理论框架，以成都市五大热门景区（武侯祠、大熊猫基地、都江堰、三星堆、杜甫草堂）为案例，结合实地调研与文本分析，系统探讨免签政策背景下旅游翻译的现状、挑战及优化路径，旨在提升翻译的跨文化传播效力，助力成都建设国际旅游枢纽城市。

Abstract

Driven by globalization and the visa-free policy, Chengdu's international influence as a tourism hub city has continued to rise. Ranking the 4th among the most popular inbound tourism destinations in China during the 2026 Spring Festival holiday, Chengdu has become the most favored western city by international tourists outside Beijing, Shanghai and Guangzhou, with inbound tourist volume achieving leapfrog growth. However, the insufficient cross-cultural adaptability of tourism translation has become a core issue restricting international tourist experience and cultural dissemination. Guided by Hofstede’s cultural dimensions theory, Nida ' s functional equivalence theory, and domestication strategies, this study takes five popular scenic spots in Chengdu (Wuhou Shrine, Chengdu Research Base of Giant Panda, Dujiangyan, Sanxingdui, and Du Fu Thatched Cottage) as cases, combining field research and text analysis to explore the current situation, challenges, and optimization paths of tourism translation under the visa-free policy, so as to enhance cross-cultural communication effectiveness and support Chengdu ' s development as an international tourism hub.