"COMPARATIVE STUDY OF MACHINE VS. HUMAN TRANSLATION OF TOURISM BROCHURES IN UZBEK-ENGLISH CONTEXT"

This study presents a comparative analysis of machine and human translation of tourism brochures in the Uzbek-English language pair. Using a corpus of official tourism materials, the research evaluates the accuracy, cultural appropriateness, stylistic coherence, and pragmatic functionality of both translation approaches. Drawing on theories from translation studies—particularly functionalist and communicative models—the paper reveals that while machine translation offers speed and basic lexical equivalence, it frequently fails in maintaining cultural nuance, idiomatic expression, and register sensitivity. In contrast, human translators demonstrate greater flexibility in localizing content, adapting metaphors, and aligning with target audience expectations. The study employs error analysis and expert evaluation to categorize common issues and strengths in both methods. The findings underscore the importance of human involvement in translating tourism discourse and suggest a hybrid approach that combines the efficiency of machine translation with the cultural and contextual depth provided by human translators.