INTEREST IN TRAVELING
With globalization, facilitated by the rise of new communication technologies, traveling is within reach of all. At any age, whether we speak other languages or not, discovering the world attracts and fascinates us. In the tourism guides, brochures or online, the problem is recurring: how to communicate information about the customs and culture of a place, overcoming the language barrier? To achieve this, it is essential to stand out from competitors and that requires, among others, successful language adaptation.
ESTABLISH APPROPRIATE LANGUAGE STRATEGY
Indeed, when trying to pass a message to a foreign audience that one wishes to attract, it is essential to do so in its own language. Assume that all tourists and travelers speak fluent English is a mistake.
You really need to identify the most represented nationalities among your customers and thus define 2 or 3 major languages that will be needed for all your documentation.
This is of course to remain consistent. No need to translate your website into Chinese if you target only a European audience. However, if you notice among your customers more and more South American and your brochures are only in French and English, maybe it would make sense to add Spanish and / or Portuguese.
SEEK PROFESSIONAL TRANSLATORS
Although it is important to translate the website or its brochure, it is especially crucial to have it done by professional translators, translating into their native language, and avoid at all costs the use of Google Translate. Why ? Do you think a poor translation is better than no translation at all? Think again!
A bad translation returns a bad image and can be the source of misunderstandings. At best, it will become comic and discredit your activity, at worst it will scare away potential tourists.
In both cases, you will not get out unscathed and will face a failure in terms of development in the target market. A sign at the entrance of a hotel, for example, indicating “Speaking French well” or “We speak French” will reveal immediately that we do not really speak much French and that this statement is false. This is enough to turn many francophone around, who need to be reassured by hearing someone speak their language.
VALUING CULTURAL SPECIFICITIES
Moreover, in the tourism sector, linguistic adaptation must be performed by people who know both the culture of the target country, and the marketing plan. For example, when we want to inform the French public on an offer in Spain, it is important to know France and the differences between the two countries, otherwise, the cultural specificities will not be well valued, and will not be well understood by the target audience.
In summary, to be sure to make an attractive offer to a foreign public, one must define its target audience, translate the documentation into selected languages and have this linguistic adaptation done by professional Chinese translation agencies!