Cultural Representation in English Culinary Menu Translations to Enhance Tourism in South Sulawesi

Culinary tourism has become a significant driver of destination attractiveness, particularly in culturally rich regions such as South Sulawesi, Indonesia. This study examines how cultural representation is conveyed in English culinary menu translations and how it contributes to enhancing tourism experiences. Employing a mixed-method approach, this study integrates qualitative analysis of translation strategies with quantitative data obtained from 27 respondents representing tourists, restaurant practitioners, and language experts. The findings indicate that while English menu translation is perceived as important and generally effective, cultural representation remains insufficient in the translated menus. Common issues include literal translations, lack of cultural explanations, and inconsistencies across menus. Strategies such as borrowing, descriptive translation, and amplification are identified as more effective in preserving cultural meaning while ensuring comprehensibility. The study concludes that culturally sensitive menu translation enhances tourists’ understanding, engagement, and overall experiences. This study recommends the development of standardized translation guidelines and the integration of cultural narratives to strengthen culinary tourism in South Sulawesi.