On the Translation Strategy of Tourist Text from the Perspective of Skopos Theory—A Case Study of the Official Website of Lushan UNESCO Global Geopark

旅游文本是外国游客了解中国的重要窗口，翻译质量直接影响其旅游决策和文化认知。本文以目的论为理论框架，以庐山世界地质公园中英文官网的“公园概况”和“人文历史”板块为研究语料，分析官网英译文本的翻译策略，考察译者如何在不同原则指导下处理专业地质术语、文化负载词、文学性表达等语言特征，评估现有英译文本的功能实现情况，探讨其是否有效平衡科学性、可读性与宣传效果，以满足英语游客的认知需求，以期为中国旅游外宣翻译提供优化方案，提升国际传播效果。Tourist text serves as a vital window for foreign visitors to understand China, and the quality of translation directly influences their travel decisions and cultural perceptions. Guided by Skopos Theory, this study examines the C-E translation strategies employed in the “About us” and “Human History of Lushan” sections of the bilingual official website of Lushan UNESCO Global Geopark. By analyzing how translators handle specialized geological terminology, culture-loaded expressions, and literary devices under different theoretical principles, the study evaluates the functional effectiveness of the current English translations. It further explores whether these translations successfully balance scientific accuracy, readability, and promotional appeal to meet the cognitive needs of English-speaking tourists. The findings aim to provide optimization strategies for China’s international tourism promotion through translation, thereby enhancing its global communication impact.