Texts of tourism branding as object of translation

摘要

The paper deals with the intercultural and translational aspects of tourism branding, which involve, first of all, studying the peculiarities of the creation and promotion of tourism territory's brand in a foreign communicative space. The analyzed examples from the website of Interkon Travel Service GmbH/Levitin Reisen company, one of the largest and most famous Russian-language tour operators in Germany, allow concluding that the nominations of the tourist brand in translated texts can be, on the one hand, simplified and reduced, and, on the other hand, expanded to a significant scale for potential tourists. These processes are conditioned by the pragmatics of communicative interactions in the tourism discourse, which determine the necessary degree of explicitation and the form of pointing out separate components of the semantic-pragmatic content of the brand. The authors also point out the further tasks for studying the specificity of tourism branding, such as identifying the pragmatic specificity of a foreign-language recipient of branding texts, finding the optimal technology for translating the tourism branding texts, linguistic and cultural adaptation of branding texts in the translation process, etc.