Regardless of differences in the wording of numerous descriptions of the relationships between language and culture, it can be concluded that language and culture cannot be separated without losing anything in either of their respective meaning or connotations.
2.2.3 Relations between culture and translation
From the statements about the relationship between language and culture, it can be inferred that language is not seen as an isolated phenomenon suspended in vacuum but an integral part of culture. Then, translation not only involves two languages, but also two cultures. As an activity of communication, translation involves such factors as the source text sender, translator, target text receiver, a culture system composed of time and space. All these factors work together to exert an impact on final forms of translation works. Thus, culture resides everywhere in translation; hereby it is very productive and profitable for translation practice and translation critique to define translation as communication between two cultures. Due to language discrepancies sometimes it is difficult to find an equivalent expression in the target language, particularly when the two languages belong to different phylum. If a translator just focuses on language details so as to hunt for an equivalent expression in the target language, he will fall into the pit of untranslatability. If he jumps out of the trap and views translation as a cross-cultural communication, he should avail proper methods to translate the introduction of tourist attractions.
2.3 Influence of Potential Cultural Discrepancies on Translating the Introduction of Tourist Attractions
It is generally believed that two different languages have different ways of expression, and the intensification of feelings is also different. In order to achieve the goals such as conveying information, helping advertising and arousing visitors’ interest, translators must have a strong cultural difference consciousness between the Western and Chinese.
2.3.1 Discrepancies of aesthetics on translating the introduction of tourist attractions
The aesthetic idea of people is influenced by geographical environment and social environment as well as political, economic and ethnic values. What is greatly appealing to Chinese a lot may not be so appealing to westerners. For example, a manager of a scenic spot just wants to attract more westerners, so he advertises like “十里蛙声不断，九溪曲流潺潺” to westerners. For the Chinese, what he has described is quite desirable, quiet and beautiful. However, for westerners, they will have different responses. In their eyes, it is a quite noisy place instead of a quiet one. They do not like it at all. Only when people know differences between different readers, can people make the English version more attractive and effective.
2.3.2 Discrepancies of psychology on translating the introduction of tourist attractions
The different motives of western visitors and domestic visitors reflect the psychological differences between them. For most domestic visitors, the most important reason for their touring is to admire the beautiful scenery and relax them. However, for western visitors, it is quite different; they go to China not just for the natural scenery, but the mysterious oriental culture. The latter is more important compared with the former. They are curious about the culture of China, for example, the customs, life styles, history of the area etc. So, translators should be aware of psychological differences between westerners and easterners.
2.3.3 Discrepancies of values on translating the introduction of tourist attractions
There are also many contrasts between eastern and western values. Among them the contrast between inpidualism and collectivism is the most fundamental one. Components of inpidualism include self-heroism, liberalism, and in some extreme cases, even anarchism. Collectivism, the typical value of Chinese, is that one’s personal interest should be put in a secondary place since the realization of collective interest is in conflicts with collective ones, and it is usually the former that has to give away. Consequently, discipline, cooperation and unity are especially emphasized. In some scenic spots, there are many activities for physical training, challenging the traveler’s physical limits or courage. When a tour guide introduce these activities to westerners, he would better add something to emphasize the value of activities ---to challenge oneself, to challenge the difficulties, and to be a hero! Since it is consistent with the inpidualism of westerners, it arouses their interests. 论景点介绍翻译中跨文化意识的重要性(4):http://www.youerw.com/yingyu/lunwen_7213.html