@inbook{e322f8e18e3145609dc39655afe3ca9f,
title = "Approaching the Consumer in Russian-English Tourism Promotion",
abstract = "The study explores the Russian source and the English target version of the official tourism website Russia Travel regarding cultural dimensions and cosmopolitan orientations and reveals aspects of cultural identity, preferred ways of self-representation and ways of approaching the consumer. Texts are taken from the Nature, Health, and Food section of the website and source and target texts are compared for identifying translation shifts that reflect changes in power distance, risk-taking, and openness to the Other{\textquoteright}s culture. Findings indicate that, compared to Russian, English texts place more emphasis on active tourism, where the visitor is in charge of the trip and engages fully with the destination in a search for authentic experiences and encounters with the Other. This study highlights the central role that translation plays as a means for (self-)reflection and (self-)transformation in tourism discourse.",
keywords = "Tourism translation, Identity construction, Power distance, Critical cosmopolitanism, Russian/English",
author = "Elina Melikidou and Sofia Malamatidou",
year = "2022",
month = apr,
day = "8",
doi = "10.1007/978-981-19-0440-0_2",
language = "English",
isbn = "9789811904394",
series = "New Frontiers in Translation Studies (NFTS)",
publisher = "Springer",
pages = "13–27",
editor = "Maria Sidiropoulou and Tatiana Borisova",
booktitle = "Multilingual Routes in Translation",
edition = "1",
}