Skopos theory and cultural adaptation in translating Uzbek tourism texts into English

This study examines the application of Skopos Theory in translating Uzbek tourism texts into English, highlighting the need for cultural adaptation to meet the expectations of international audiences. As tourism discourse aims to promote destinations and attract foreign visitors, the translator’s role goes beyond linguistic equivalence, requiring sensitivity to pragmatic functions, target culture norms, and promotional intentions. Skopos Theory, introduced by Hans Vermeer, prioritizes the purpose (or skopos) of the translation over strict fidelity to the source text. This functionalist approach is particularly suitable for tourism translation, where cultural transference and persuasive impact are central. The research examines specific examples of Uzbek tourism texts, identifying common cultural references, idioms, and historical expressions that present challenges in direct translation. It then demonstrates how adapting these elements for English-speaking audiences can enhance comprehensibility and appeal without compromising authenticity. The study also discusses strategies such as localization, omission, and explanatory additions that align with the intended skopos. The findings support the view that effective tourism translation must mediate between source and target cultures through purposeful, audience-oriented choices.