NN AN ANALYSIS OF THE SUGGESTED TRANSLATION OF CHAPTER 2 FROM THE BOOK “TRAVEL MARKETING, TOURISM ECONOMICS AND THE AIRLINE PRODUCT” BY MARK ANTHONY CAMILLERI, 2017

DUY TAN UNIVERSITY FACULTY OF ENGLISH GRADUATION PAPER AN ANALYSIS OF THE SUGGESTED TRANSLATION OF CHAPTER FROM THE BOOK “TRAVEL MARKETING, TOURISM ECONOMICS AND THE AIRLINE PRODUCT” BY MARK ANTHONY CAMILLERI, 2017 Major : English for Translation and Interpretation SUPERVISOR : TRAN THI MINH GIANG, STUDENT : HO THI DIEU HUYEN CLASS : K23NAB2 Ph.D STUDENT CODE: 23203110545 DA NANG, 2021 Graduation Paper Supervisor: Tran Thi Minh Giang, Ph.D ACKNOWLEDGEMENTS First of all, I would like to express my deepest gratitude to all teachers at Duy Tan University in general, and Faculty of English in particular, who taught me a lot of valuable lessons and skills, not only in English but also in life during the last years Especially, I wish to thank so much to Dr Tran Thi Minh Giang for her valuable and detailed guidance, comments and suggestions, as well as enthusiasm and whole-heartedness throughout this study This graduation paper could not be finished without the invaluable help, advice, and encouragement from her I also want to take this opportunity to thank to my family and my friends, who give me with encouragements, supports and inspirations, especially when I got in trouble Moreover, the shortcomings in this graduation paper are unavoidable Therefore, I hope to receive the sympathy from teachers and friends In conclusion, I wish all of you good health and success Sincerely, Ho Thi Dieu Huyen Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper Supervisor: Tran Thi Minh Giang, Ph.D STATEMENT OF AUTHORSHIP Except where reference is made in the text of the thesis, this thesis contains no material published elsewhere or extracted in the whole or in part from a thesis by which have qualified for or been awarded another degree or diploma No other person’s work has been used without due acknowledgement in the thesis This thesis has not been submitted for award of any degree or diploma in any other tertiary institution Danang, May 2021 Ho Thi Dieu Huyen Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper Supervisor: Tran Thi Minh Giang, Ph.D ABSTRACT This graduation paper is a translation and an analysis of Chapter "Understanding Customer Needs and Wants" in the book “Travel Marketing, Tourism Economics and the Airline Product” written by Mark Anthony Camilleri This is a book first published in 2017 I have chosen chapter of the work to translate from English into Vietnamese and analyze structures and vocabulary I face some difficulties during translation process and I find the best ways to solve them Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper Supervisor: Tran Thi Minh Giang, Ph.D ABBREVIATIONS A : Adverb ACSI : American Customer Satisfaction Index B&Bs : Bed and breakfasts C : Complement O : Object P : Paragraph S : Subject SL : Source Language TL : Target Language V : Verb Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper Supervisor: Tran Thi Minh Giang, Ph.D TABLE OF CONTENTS Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper Supervisor: Tran Thi Minh Giang, Ph.D CHAPTER INTRODUCTION 1.1 Rationale As an English majored student at Duy Tan University English, I have many opportunities to acquire new sources of knowledge related to many fields in books, magazines and even on the Internet Out of all of them, translating a document on travel marketing was the most interesting to me In the current environment a grasp of the basics of marketing to diverse consumers is very important Customers are possessed of sophisticated knowledge driven by innovations in business as well from highly developed technological advances I think that I chose this book to translate because this is a very useful introductory book that summarises a wealth of knowledge in an accessible format It is suitable for undergraduate students as well as travel professionals and those planning a career in travel and tourism 1.2 Aims and Objectives 1.2.1 Aims The study aims at: - Showing my skill about translation and interpretation that I have learned for years at university - Widening my knowledge about translation major and improving my translation skills - Developing interpreting and analyzing skills - Solving problems and difficulties as well 1.2.2 Objectives In order to get above stated aims, the following objectives are set: - Improving the ability to translate and use words properly Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper Supervisor: Tran Thi Minh Giang, Ph.D - Learning more knowledge from different fields - Conveying textual content as accurately as possible 1.3 Scope of the Study In this graduation paper, I would like to offer a suggested version in Vietnamese for the English version of chapter “Understanding Customer Needs and Wants” from the book “Travel Marketing, Tourism Economics and the Airline Product” written by Mark Anthony Camilleri In addition, I also analyzed some difficult vocabulary and grammar structures that I encountered during the process of translating this text 1.3.1 Text Features The book “Travel Marketing, Tourism Economics and the Airline Product” is a work of Mark Anthony Camilleri, who studies customer-centric travel marketing, tourism economics and the airline product He explained strategies and operations management in the travel and airline industries In addition, he was passionate about exploring emerging trends, including travel distribution, revenue management, etourism and interactive marketing, among other topics 1.3.2 Text Length This book has 12 chapters However the graduation paper is limited in time, I have decided to translate and analyze Chapter “Understanding Customer Needs and Wants” belong to Part I with about 4.100 words 1.3.3 Text Organization The book has three main sections: Part I: “An Introduction to Travel Marketing” has chapters Part II: “Tourism Economics” has chapters Part III: “The Airline Product” has chapters Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper Supervisor: Tran Thi Minh Giang, Ph.D 1.3.4 Text Source The text comes from the book “Travel Marketing, Tourism Economics and the Airline Product” written by Mark Anthony Camilleri, (2017) Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper 10 Supervisor: Tran Thi Minh Giang, Ph.D CHAPTER THEORETICAL BACKGROUND 2.1 Translation Theory Translation theory is involved in a certain type of relation between languages and is consequently a branch of comparative linguistics Translation may be set up and is performed between any pair of languages or dialects “related” or “unrelated” and with any kind of spatial, temporal, social and other relationship between them Relations between languages can generally be regarded as twodirectional, though not always symmetrical Translation, as a process, is always uni-directional: It is always performed in a given direction, “FROM” a source language (SL) “INTO” a target one (TL) 2.1.1 Definitions of Translation Translation is the process clearly presenting the relation between at least two languages: source language (SL) and target language (TL) There are many different definitions of translation given by some wellknown linguistic experts as follows: “Translation is the replacement of textual material in one language (SL) by equivalent textual material in another language (TL).” – J.C.Catford (1965) “Translation is a process of rendering the meaning of a text into another language in the way that the author intended the text.” – Peter Newmark (1988) “Translation is the process of conveying messages across linguistic and cultural barriers.” – Ian Tudor (1965) 2.1.2 Types of Categories We have many different ways to translate These types of categories can help us deeply understand and easily distinguish the ways of translation Once Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper 42 Supervisor: Tran Thi Minh Giang, Ph.D đưa tuyên bố tổng quát.” 4.1.2 Phrasal verbs A phrasal verb is a phrase that combines a verb with and a preposition or adverb or both and that functions as a verb whose meaning is different from the combined meanings of the individual words Example 1: “In this light, a well laid-out plan will help them sharpen their research objectives.” (P.2) Looking up in Oxford Learner’s Dictionaries, the word “laid-out” has many different meanings: [1] to spread something out so that it can be seen easily or is ready to use [2] to plan how something should look and arrange it in this way [3] to present a plan, an argument, etc clearly and carefully [4] to spend money, especially a large amount We can base on the context to have the best suggestion Hence, in this circumstance I think that the appropriate Vietnamese meaning equivalence of “laid-out” should be “bố trí”  My suggested version: “Trong bối cảnh này, kế hoạch bố trí tốt giúp họ hoàn thiện mục tiêu nghiên cứu mình.” Example 2: “Hence, it is imperative that companies carry out a rigorous process of customer and market analysis.” (P.23) The definitions of “carry out” are found in the Oxford Learner’s Dictionary as follows: [1] to something that you have said you will or have been asked to [2] to and complete a task I see the second meaning that corresponds to this sentence So, I translate into Vietnamese “thực hiện” Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper  43 Supervisor: Tran Thi Minh Giang, Ph.D My suggested version: “Do đó, cơng ty bắt buộc phải thực tiến trình nghiên cứu nghiêm ngặt phân tích khách hàng thị trường.” Example 3: “The researcher must rely on the cabin crew to distribute the questionnaires However, the cabin crew may not be objective spectators.” (P.84) According the Cambridge Dictionary, the phrasal verb “rely on” had two meanings: [1] to need a particular thing or the help and support of someone or something in order to continue, to work correctly, or to succeed [2] to trust someone or something or to expect him, her, or it to behave in a particular way In this situation, it would not be appropriate for the context if I chose the second meaning Therefore, I used “nhờ vào” in Vietnamese as the equivalent language material for this verb  My suggested version: “Nhà nghiên cứu phải nhờ vào đồn tiếp viên hàng khơng để phân phát bảng câu hỏi Tuy nhiên, tiếp viên khán giả khách quan” Example 4: “However, after the market research, their decisions will be more informed as they could be based on the consumers’ reactions to their products or services.” (P.100) According to the Oxford Dictionary, “based on” is defined: [1] physically in contact with and supported by (a surface) [2] forming a distinctive or marked part of (the surface of something) I find the second meaning for the context of this sentence “Dựa trên” is the word having the same meaning in Vietnamese  My suggested version: “Tuy nhiên, sau nghiên cứu thị trường, định ban quản lý cung cấp thơng tin nhiều chúng Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper 44 Supervisor: Tran Thi Minh Giang, Ph.D dựa phản ứng người tiêu dùng sản phẩm dịch vụ họ.” 4.2 Structures As we all know, structure is one of the most important parts in a sentence It requires us to put sentences in the right order, with the right relationships and harmony between words to be able to create a complete sentence, to convey information in the most accurate way Therefore, translators are required to master the grammatical structures in the source language with the aim of successfully translating the meaning of the text into the target language Although I am a final year student, challenging structures still confuse me a lot, especially sentences with many types of clauses 4.2.1 Simple Sentences A simple sentence contains a subject and a verb, and it may also have an object and modifiers However, it contains only one independent clause Example 1: “The tourism service providers should have a good understanding of S V C their customers.” (P.6)  My suggested version: “Các nhà cung cấp dịch vụ du lịch cần có hiểu biết tốt khách hàng họ.” Example 2: “This chapter raises awareness on the importance of market research S V O for tourism businesses.” (P.7)  My suggested version: “Chương nâng cao nhận thức tầm quan trọng nghiên cứu thị trường doanh nghiệp du lịch.” 4.2.2 Compound Sentences Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper 45 Supervisor: Tran Thi Minh Giang, Ph.D A compound sentence has at least two independent clauses that have related ideas The independent clauses can be joined by a coordinating conjunction (for, and, nor, but, or, yet, so) or by a semicolon, as you can see in the compound sentence examples below Example: “Wyndham (71%) lagged behind most of the major hoteliers, but G6 Hospitality (Motel 6) was ranked in the last place (65%).” (P.56) This compound sentence consists of two independent clauses which are linked by a coordinating conjunction “but” - Independent clause 1: Wyndham (71%) lagged behind most of the major S V O Hoteliers - Independent clause 2: G6 Hospitality (Motel 6) was ranked in the last place (65%) S  V A My suggested version: “Wyndham (71%) tụt lại so với hầu hết chủ khách sạn lớn, G6 Hospitality (Motel 6) xếp vị trí cuối (65%).” 4.2.3 Complex Sentences Complex sentences contain an independent clause and at least one dependent clause Complex sentences are fascinating components of the English language When used properly, they can add depth to our writing 4.2.3.1 Complex Sentences with Noun Clause Example 1: “In a similar vein, Levitt (1986) held that the purpose of a business is to create and keep a customer.” (P.15) In this sentence there is one independent clause and one dependent clause - Noun clause (Dependent clause): “that the purpose of a business is to Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper 46 Supervisor: Tran Thi Minh Giang, Ph.D create and keep a customer.” - Independent clause: Levitt (1986) held In which, “held” is the main verb of the sentence and “that the purpose of a business is to create and keep a customer” acts as object of verb  My suggested version: “Tương tự, Levitt (1986) cho mục đích kinh doanh tạo giữ chân khách hàng.” 4.2.3.2 Complex Sentences with Adjective Clause (or Relative Clause) Example 2: “The processing and analysis of information obtained through market research provides them with relevant knowledge base on which they can make better decisions about the development of a product or a service.” (P.26) This sentence has an independent clause and a dependent clause, which is analyzed as follows: - Independent clause: “The processing and analysis of information obtained S through market research provides them with relevant knowledge base.” V O - Dependent clause: “on which they can make better decisions about the Relative pronoun S V O development of a product or a service.”  My suggested version: “Việc xử lý phân tích thơng tin thu thông qua nghiên cứu thị trường cung cấp cho doanh nghiệp tảng kiến thức liên quan để họ đưa định tốt việc phát triển sản phẩm dịch vụ.” 4.2.3.3 Complex Sentences with Adverbial Clause Example 3: “Once a research problem has been defined, an appropriate methodology could be chosen to gather exploratory or descriptive data.” Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper 47 Supervisor: Tran Thi Minh Giang, Ph.D (P.2) - The Adverbial clause (dependent clause) “Once a research problem has been defined” S V Adverbial clause started with the subordinating conjunction “Once” and modified the meaning of time for the sentence If only the adverb clause "Once a research problem has been defined", the sentence will not be clear the meaning - The independent clause: “an appropriate methodology could be chosen to gather exploratory or S V O descriptive data.”  My suggested version: “Một vấn đề nghiên cứu xác định, hệ phương pháp thích hợp lựa chọn để thu thập liệu thăm dị hay mơ tả.” 4.2.4 Compound-complex Sentence A compound-complex sentence is made from two independent clauses and one or more dependent clauses Example: “The researchers should ensure that they ask one question at a time, and that each question can be answered in its own right.” (P.80, iii) There are two independent clauses and one dependent clause They are connected by a coordinating conjunction “and” - Independent clause 1: The researchers should ensure S V - Independent clause 2: That each question can be answered in its own right S Student: Ho Thi Dieu Huyen V A Code:23203110545 Graduation Paper 48 Supervisor: Tran Thi Minh Giang, Ph.D - Dependent clause: That they ask one question at a time S  V O A My suggested version: “Các nhà nghiên cứu phải đảm bảo họ hỏi câu hỏi câu hỏi trả lời theo nghĩa nó.” 4.2.5 Sentence with Empty Subject Example: “It is necessary to investigate possible competition and to anticipate market developments through market research Market research may be defined as the systematic design, collection, analysis and reporting of data and findings relevant to a specific marketing situation facing a company (Kotler & Armstrong, 2012).” (P.25) In this case, “It” in the first sentence is an empty Subject The real subject is “Market research” To make the meaning of the sentence adapt to the Vietnamese style Therefore, I decided to change a bit the word order when translating  My suggested version: “Thật cần thiết để điều tra khả cạnh tranh dự đoán phát triển thị trường thông qua việc nghiên cứu thị trường Nghiên cứu thị trường coi thiết kế có hệ thống, thu thập, phân tích, báo cáo liệu kết có liên quan đến tình tiếp thị cụ thể mà công ty phải đối mặt (Kotler & Armstrong, 2012).” 4.2.6 Passive Voice According to the Cambridge Dictionary, passive voice is defined as follows: Passive voice is the relationship between a subject and a verb in which the subject receives the action of the verb, or the verb forms which show this relationship Example 1: “Inflight entertainment facilities are also expected to reduce the tedious nature of travelling for long hours.” (P.37) Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper 49 Supervisor: Tran Thi Minh Giang, Ph.D Passive structure in this sentence: S + TO BE + PAST PARTICIPLE In which, S is “Inflight entertainment facilities”, Be is “are”, PP is “expected” In this situation, I used passive voice structure in Vietnamese to maintain the idea of author I translated the equivalent expression “Inflight entertainment facilities are also expected” into “Các phương tiện giải trí chuyến bay kỳ vọng”  My suggested version: “Các phương tiện giải trí chuyến bay kỳ vọng làm giảm bớt tẻ nhạt việc di chuyển nhiều giờ.” Example 2: “With 76%, Wyndham Baymont Inn & Suites was top-rated among midscale properties, whilst Days Inn (67%) was the best economy brand.” (P.59) The structure of this sentence: S + TOBE + PP S is “Wyndham Baymont Inn & Suites”, Tobe is “was”, PP is “top-rated” As we all know, in Vietnamese style, when we want to express a passive voice idea, we often use words like “được” or “bị” So, in this sentence I use "được" to translate this sentence  My suggested version: “Với 76%, Wyndham Baymont Inn & Suites xếp hạng cao số khách sạn hạng trung, Days Inn (67%) thương hiệu hạng phổ thông tốt nhất.” Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper Student: Ho Thi Dieu Huyen 50 Supervisor: Tran Thi Minh Giang, Ph.D Code:23203110545 Graduation Paper 51 Supervisor: Tran Thi Minh Giang, Ph.D CHAPTER DIFFICULTIES AND SOLUTIONS 5.1 Difficulties It can be said that this graduation thesis is a great challenge for me during my years of study In the process of making the thesis, I realized that my knowledge was still lacking, not enough to solve the obstacles in translation The first challenge I faced was that I did not have much expertise on the topic I chose There are many words and phrases with different meanings, making me confused as to which meaning to choose to match the context of the sentence Choosing the right meaning for a sentence is very important, if I find the wrong meaning, it will make the reader unable to understand the meaning of the sentence The second, structure is also a very difficult factor that I have to deal with The author used a lot of complex structures, which required me to have a thorough grasp of knowledge of grammar to be able to convey the author's meaning It is difficult for me to give an exact meaning of a particular field Moreover, specialized terms in the field of tourism marketing are difficult to translate There are terms that cannot be looked up in a dictionary Therefore, some suggested versions are still not very smooth In short, to translate a text successfully requires a translator to have extensive knowledge not only the field in which they are translating, but also about the structure and vocabulary in both languages 5.2 Solutions To be able to complete a graduation thesis well, facing difficulties is inevitable However, it is thanks to the skills and knowledge that I learned during my years of study to be able to solve these problems in my own way Firstly, I had to identify new words to look up Maybe this is an Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper 52 Supervisor: Tran Thi Minh Giang, Ph.D important preparation step that is indispensable, because if I translate and look up at the same time, it will take a lot of time Therefore, I will list new words before proceeding with the translation Then I consulted some reliable dictionaries like Cambridge Dictionary, Oxford Learner's Dictionary, TFLAT to get all the meanings of those words and phrases In addition, I also search for a lot of information from the internet so that I can get more information about words that the dictionary is not available Next, I apply the intense concentration and skills required for structural analysis and translation Before analyzing, I reviewed the theory of sentence types and clauses to avoid making basic mistakes when translating In addition, I also refer to the graduation theses of former students so that I can learn how to translate sentences more fluently and naturally Finally, I learned that to become an interpreter, I think I need to make more effort, overcome difficulties and challenges so that I try to complete the most complete the graduation paper Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper 53 Supervisor: Tran Thi Minh Giang, Ph.D CHAPTER CONCLUSION AND SUGGESTIONS 6.1 Conclusion The project is the result of years of learning that I have accumulated, it reflects my learning ability During my study at the Faculty of Languages, I had many opportunities to learn and absorb knowledge about translation from experienced lecturers, which helped me a lot in the process of completing my paper During the translation process, I faced many difficulties from specialized vocabulary to complex sentences However, I have found some useful solutions to deal with them Moreover, this is also an opportunity for me to know what level I am at, so that I can try harder to improve my lacking knowledge In addition, I find that having an extensive knowledge of all different professions and fields is also really helpful for translation Therefore, I have to read more books and learn more vocabulary about different fields as much as possible Besides, a deep understanding of grammar as well as analysis of sentence structure plays an extremely important role to get an accurate translation Through this translation, I was able to learn more specific business terms and improve some of my skills From the book that I translated, I also learned many useful things for myself, and even gained a lot of valuable experience in the process of completing this thesis In short, the graduation paper marks an important step forward in the 4year study process It is important not only to me but also to the English majors of the Faculty of English Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper 54 Supervisor: Tran Thi Minh Giang, Ph.D 6.2 Suggestions 6.2.1 Suggestions for Students in Faculty of English As we all know, equipping knowledge in all fields is very necessary for students because later on, students may encounter many materials of various fields Besides, students should read many books, novels, articles, and even magazines in both your mother tongue and the foreign language you are studying This not only helps you gain more useful knowledge but it is also a good way to increase your vocabulary Rich vocabulary is a good condition for easier and more convenient translation Last but not least, it's hard-working You cannot succeed without patient and hard-working Translating is not an easy job Therefore, you must always explore and learn to improve your profession 6.2.2 Suggestions for Faculty of English at Duy Tan University As for the Faculty of English at Duy Tan University, I hope that the school can organize many extra-curricular activities and English clubs for students, so that they have a more learning environment and improve their knowledge These skills will give students more confidence to find a job after graduation In addition, I would like to suggest that the curriculum should add some subjects in translation such as tourism, education, etc I think these subjects are necessary because many foreign language students will choose careers related to these fields In summary, I offer my recommendations because I want to play a part in the improvement of the Faculty of English and Duy Tan University I would also like to thank all the teachers who taught so enthusiastically and supported me during my years studying here Student: Ho Thi Dieu Huyen Code:23203110545 Graduation Paper Supervisor: Tran Thi Minh Giang, Ph.D REFERENCES 1) Catford, J.C (1965) A linguistic theory of translation Oxford 2) Newmark, P (1988) A textbook of translation Prentice Hall 3) Nguyen Manh Quang (2011) Translation theory Faculty of English, Duy Tan University 4) Tudor, I (1965) About translation theory Cambridge WEBSITES 5) Cambridge dictionary, retrieved from: https://dictionary.cambridge.org/ 6) Oxford learner’s Dictionaries, retrieved from: https://www.oxfordlearnersdictionaries.com/ 7) TFlat Dictionary, retrieved from: https://tienganhtflat.com/ 8) Free Dictionary, retrieved from: https://www.thefreedictionary.com Student: Ho Thi Dieu Huyen_0545 Graduation Paper Supervisor: Tran Thi Minh Giang, Ph.D SUPERVISOR’S COMMENTS Student: Ho Thi Dieu Huyen_0545 ... paper is a translation and an analysis of Chapter "Understanding Customer Needs and Wants" in the book “Travel Marketing, Tourism Economics and the Airline Product” written by Mark Anthony Camilleri... Features The book “Travel Marketing, Tourism Economics and the Airline Product” is a work of Mark Anthony Camilleri, who studies customer-centric travel marketing, tourism economics and the airline. .. like to offer a suggested version in Vietnamese for the English version of chapter “Understanding Customer Needs and Wants” from the book “Travel Marketing, Tourism Economics and the Airline Product”