Reframing Tourism Translation in Jordan: A Qualitative Inquiry into Cultural Mediation, Communicative Function, and Translator Practice

Abstract

Tourism translation is a complex and multidimensional practice that goes beyond linguistic transfer to include cultural mediation, audience awareness, and persuasive communication. In the context of Jordan, it is the country that distinguished by its rich archaeological heritage, religious significance, and diverse natural attractions, the quality of tourism and recreational translation plays a crucial role in shaping international insights and enhancing visitors’ experiences. This study reforms tourism translation in Jordan by examining its theoretical fundamentals and practical applications, with a particular focus on communicative strategies and cultural adaptation. The study identifies main challenges faced by translators/interpreters, including the interpretation of culture-specific references, the balance between literal accuracy and promotional application, and the need to address diverse target audiences. It also explores the growing role of digital technologies and online platforms in transforming tourism discourse and translation practices. Adopting an academic perspective, the study emphasizes the importance of integrating practice-based training, real-life translation tasks, and technological tools into translator education programs. The findings highlight that effective tourism translation in Jordan requires a strategic combination of linguistic precision, cultural sensitivity, and persuasive techniques. Moreover, the study argues that translator training should be aligned with market demands and digital developments to ensure professional competence. Eventually, this research contributes to a deeper understanding of tourism translation as a dynamic field that supports cultural exchange and sustainable tourism development in Jordan.