A Study of English Translation of Tourist Attractions in Southwest Ethnic Regions from the Perspective of Social Semiotics

本研究从社会符号学视角探讨西南民族地区旅游景点英译问题与对策。研究发现，对于民族地区旅游发展而言，景区英译文本不仅是语言转换，更是文化符号传递，需关注多维意义转换。当前民族地区景区翻译存在符号认知失衡与语言失范，影响游客体验感。为此，笔者提出以符号认知分析为指导的策略，提升翻译质量。本研究有助于拓展社会符号学在旅游翻译的应用，以期为民族地区旅游外宣文本提供翻译建议，优化文化体验，增强国际传播效力。This study investigates translation issues and solutions for introducing tourist attractions in Southwest ethnic regions through the lens of social semiotics. The findings reveal that tourism translation involves not merely linguistic conversion but also cultural semiotic transmission, necessitating multidimensional meaning transfer. Currently, there are issues such as errors in symbol recognition and non-standard language in the translation of scenic spots in ethnic minority regions, which negatively impact the experience of tourists. To address these challenges, the study proposes strategies guided by semiotic cognitive analysis to enhance translation quality. By expanding the application of social semiotics in translation studies, this research provides practical recommendations for optimizing tourism promotion in ethnic regions, thereby fostering cultural exchanges and international communication.