In:Nuevos Enfoques Lingüísticos y Traductológicos del Discurso Turístico
Editado por Manuela Álvarez Jurado y Gisella Policastro Ponce
[IVITRA Research in Linguistics and Literature 44] 2025
► pp. 61–68
Language management and health tourism
Localization and transcreation as tools for tourism promotion
Published online: 3 March 2025
https://doi.org/10.1075/ivitra.44.07dia
https://doi.org/10.1075/ivitra.44.07dia
Abstract
Health tourism is an opportunity for growth in Spain. To attract international travelers, companies need to communicate with
them through the Internet and to apply language management strategies, like localization or transcreation. This study aims to identify
language management strategies in healthcare corporation’s websites. A sample of companies is compiled and data (processed with the SPSS
statistical package) is gathered about their Internet presence, language diversity, presence of the English language and language
selection modes. These companies have a strong online presence, although barely half of them apply language management strategies. English
is the dominant language and a non-specific international audience is identified. Although the sample companies are oriented towards
internationalization, greater language management strategies need to be implemented.
Article outline
- 1.Introduction
- 2.Methodology
- 3.Results and discussion
- 4.Conclusions
Acknowledgement References
References (18)
Cobos López, I. (2020). Turismo
de salud: análisis de páginas web y su traducción a otros
idiomas. Onomázein, VII, 41–62.
Díaz-Millón, M., & Olvera-Lobo, M. D. (2023). Towards
a Definition of Transcreation: A Systematic Literature
Review. Perspectives, 31(2), 347–364.
elEconomista.es. (2022). Ranking de Empresas
Españolas. [URL]
Fletcher, R. (2006). The
impact of culture on web site content, design, and structure. Journal of Communication
Management, 10(3), 259–273.
Ibáñez Rodríguez, M., Bachiller Martínez, J. M., & Sánchez Nieto, M. T. (2010). Comercio
exterior y mediación lingüística en el sector vitivinícola de Castilla y
León. Hermeneus 12, 161–182. [URL]
INE. (2022). Aportación del turismo al PIB de
la economía española. Cuenta Satélite Del Turismo de España. Serie
Contable 2016–2020. [URL]
La Moncloa. (2022). Las exportaciones españolas
en 2021 alcanzan un máximo histórico y superan los 316.000 millones de
euros. Industria, Comercio y Turismo. [URL]
Medina Reguera, A. M., & Álvarez García, C. (2014). La
relación empresa-traducción en el sector agroalimentario andaluz The relation between firms and translation within the agro-food
sector in
Andalusia. Skopos, 4, 187–206.
Ministerio de Industria Energía y
Turismo. (2013). Turismo de Salud en España. [URL]
Olvera-Lobo, M. -D., Gutiérrez-Artacho, J., & Amo-Valdivieso, M. (2017). Wikipedia
as a source of monolingual and multilingual information about the Spanish
heritage. TransInformação, 29(1), 5–13.
Pedersen, D. (2017). Managing
transcreation projects. An ethnographic study. Translation
Spaces, 6(1), 44–61.
Real Instituo Elcano, &
Turespaña. (2020). Estudio de posicionamiento de España como destino
turístico. [URL]
Rivera-Trigueros, I., Díaz-Millón, M., & Olvera-Lobo, M. D. (2022). Multilingual
dissemination of corporate websites from the healthcare sector. A Spanish
perspective. In J. L. Reis, M. K. Peter, R. Cayolla, & Z. Bogdanović (Eds.), Marketing
and Smart Technologies. Smart Innovation, Systems and
Technologies. Vol 280 (pp. 607–615). Springer.
Rivera-Trigueros, I., Gutiérrez-Artacho, J., & Olvera-Lobo, M. -D. (2020). Websites
and Social Networks. A Study of Healthcare SMEs in Andalusia. In Á. Rocha, C. Ferrás, C. E. Montenegro Marin, & V. H. Medina García (Eds.), Information Technology and Systems. ICITS
2020. Advances in Intelligent Systems and
Computing. vol. 1137 (pp. 297–306). Springer International Publishing.
Singh, N., Park, J., & Kalliny, M. (2012). A
framework to localize international business to business web sites. Data Base for Advances in
Information
Systems, 44(1), 56–77.
Singh, N., Toy, D. R., & Wright, L. K. (2009). A
diagnostic framework for measuring Web-site localization. Thunderbird International Business
Review, 51(3), 281–295.
Tigre Moura, F., Singh, N., & Chun, W. (2016). The
influence of culture in website design and users’ perceptions: Three systematic reviews. Journal of
Electronic Commerce
Research, 17(4), 312–339.
Yanaprasart, P. (2016). Diversity
management on corporate websites. In G. Lüdi, K. H. Meier, & P. Yanaprasart (Eds.), Managing
Plurilingual and Intercultural Practices in the Workplace: The case of multilingual
Switzerland (pp. 153–171). John Benjamins Publishing Company.