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Chinese tour guide materials cover lots of folk custom words which contain Chinese long history and culture. The translation of these folk custom words may always be one of the key points. However, the current situation is that many English translations of the Chinese tour guide materials are far from satisfactory and fail to fulfill the intended purposes, especially the translation of folk custom words.. Therefore, study on the translation of folk custom words in Chinese tour guide materials is not only necessary but also urgent.
1.2 Research Significance
Tourism in China has fully advanced along with the development of reform and opening up policy. The tour guide materials are indispensable for the foreign tourists to learn the information about China. Chinese to English tour guide material translation plays a vital role in publicizing Chinese culture, building up China’s international image and promoting inbound tourism.
The broad and profound Chinese culture directly contributes to a feature that the tour guide materials translation must have a very strong national characteristics, such as the “Four Noble Truths” culture, “Han Dynasty” culture, “Shu” culture and so on, which contain profound cultural connotation. The cultural connotation may always be the hardest to express and easiest to mistranslate. Therefore, dealing with the folk custom words translation properly and selecting the appropriate translation strategies have important influences on the further promotion and development of China's tourism industry. Folk custom words occupy a great part in tour guide materials, yet so far there are few studies on folk custom words translation in tour guide material. This paper focuses on the translating strategies of folk custom words in tour guide materials with the purpose of proposing beneficial advice.