Study on the External Publicity Translation of the Historical Culture of the Tea-Horse Road from the Perspective of Cultural and Tourism Integration

在文旅融合的战略背景之下，茶马古道的外宣翻译成为了跨文化传播的关键环节。针对现有翻译实践中文化意象损耗、多模态叙事断裂等问题，本研究以生态翻译学三维转换模型和目的论为理论框架，通过结合自身语言基础以及实地调研考察，系统化分析茶马古道纪录片和历史遗址等多模态文本。研究发现，有关的文化负载词翻译需要“深度注释法”来还原相关语境，同时利用多模态翻译技术相结合能够增强游客的文化认同。为此，创新性提出建设“AR导览系统翻译结合模型”，将实地遗址显现与翻译介绍相结合，更好地将茶马古道文化进行传播，为中国文化对外传播贡献一份力量。Under the strategic background of cultural and tourism integration, the external publicity translation of the Tea-Horse Road has become a critical component of cross-cultural communication. Addressing existing issues in translation practices, such as cultural imagery loss and multimodal narrative fragmentation, this study adopts the three-dimensional transformation model of eco-translatology and Skopos theory as its theoretical framework. By integrating linguistic expertise and field investigations, it systematically analyzes multimodal texts of Tea-Horse Road documentaries and historical sites. The findings reveal that the translation of culture-loaded terms requires a “deep annotation method” to restore contextual nuances, while the integration of multimodal translation technologies can significantly enhance tourists’ cultural identity. Innovatively, this research proposes the construction of an “AR-guided system integrated translation model”, which combines on-site heritage visualization with translated interpretations, thereby facilitating the global dissemination of Tea-Horse Road culture and contributing to the international promotion of Chinese cultural heritage.