Preserving Albanian Natural and Cultural Heritage Through Translated Promotional and Awareness Materials

Par Iris KLOSI et Ergys BEZHANI
Publication en ligne le 26 avril 2025

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Introduction

1In recent years, Albania’s protected areas, including sites such as the Shar-Korab-Koritnik, Vjosa River, and Buna River-Velipoja, have gained increased recognition for their environmental and cultural significance, attracting both local and international visitors. As part of efforts to promote and safeguard these regions, the International Union for Conservation of Nature (IUCN) has developed numerous promotional and educational materials to foster awareness and enhance cultural tourism. This study focuses on the translation of such documents, conducted by Associate Professor Iris Klosi, from English to Albanian and vice versa. It highlights the vital role of translation in bridging linguistic and cultural divides, ensuring the effective transmission of the unique features and cultural heritage inherent to these designated areas.

2The translated materials encompass a variety of contexts, including UNESCO World Heritage sites, Monuments of Nature, Ramsar sites, Natura 2000 sites, and national parks, where translation not only serves to convey essential information but also fosters a deeper cultural connection for visitors. Effective translation plays a pivotal role in cultural tourism, as it enables the expression of the intangible aspects of culture and tradition, offering both domestic and international audiences insights into the rich heritage and environmental values associated with these landscapes. By capturing the distinct qualities of these areas, translation helps maintain their identity and promote sustainable tourism practices.

3Given the cultural depth embedded in these documents, the translation process must navigate the challenges of conveying culturally bound meanings across languages, where direct equivalents may be lacking. This paper explores approaches to managing these cultural implications, advocating for a balanced method that includes sufficient contextual information to achieve dynamic equivalence without diluting the source material. Translation decisions, therefore, must extend beyond lexical accuracy to include cultural considerations, aiming to convey both linguistic meaning and the nuanced perceptions of local traditions, practices, and ways of life.

4This study underscores the integral relationship between language and culture in translation, acknowledging that while linguistic transfer is essential, non-linguistic elements are equally critical to an authentic and resonant translation.

Theoretical Framework

5Translation plays an indispensable role in cross-cultural communication, particularly in fields such as cultural tourism, where conveying the nuances of diverse heritages to a global audience is essential. As Hatim and Mason (1990) state, “translation is not simply a matter of language transfer; it is a process of re-contextualization, where meaning is shaped by the target culture’s expectations and knowledge systems.” This becomes especially pertinent in translating promotional and awareness-raising materials for protected Albanian areas, where both lexical and cultural significance must resonate with international and domestic readers alike. In this sense, translation is not merely linguistic conversion but a vehicle for expressing culture and fostering an authentic connection to a place’s identity.

6Recent theories in translation studies have expanded on traditional approaches, integrating perspectives from ecology, tourism discourse, and cultural mediation. Hu Gengshen’s (2004) eco-translatology, for example, redefines translation as a process of “adaptive selection” influenced by the ecological context of both the source and target languages. According to Gengshen, “translation adapts to and integrates with the ecological environment of the target culture,” which is critical in conveying the environmental significance of sites such as the Vjosa River and Buna River-Velipoja. Eco-translatology, therefore, promotes a translation that respects ecological meanings, encouraging awareness of local biodiversity and environmental issues as part of cultural tourism materials.

7The translation of culturally bound texts also requires a nuanced approach that goes beyond literal accuracy. Newmark (1988) highlights the need for “communicative translation,” where the translator strives to make the text accessible and meaningful to the target audience, often requiring “dynamic equivalence.” Nida and Taber (1969) emphasize that translation should “produce a response in the receptor that is essentially like that of the original audience.” This is essential for tourism-related materials, as communicative translation enables a faithful representation of both the environmental value and cultural essence of sites such as Shar- Korab-Koritnik. By carefully adapting terminology and cultural references, the translator provides readers with an experience akin to encountering these landscapes firsthand.

8Additionally, in the face of translating culture-specific concepts that lack direct equivalents in the target language, strategies like explicitation and contextual adaptation are required. Baker (1992) notes that “cultural references must sometimes be expanded to be understandable in the target language,” thus allowing additional background to make culturally specific content more accessible. This is especially pertinent for Albanian protected areas, where conveying community activities, traditional practices, and ecological nuances is necessary to bridge cultural gaps that might otherwise hinder comprehension and appreciation.

9Cultural sustainability also emerges as a recent theoretical consideration, emphasizing the translator’s role in preserving both cultural and environmental heritage. Cronin (2017) contends that translators working in cultural tourism and ecological contexts are “cultural preservers,” tasked with maintaining the authenticity and continuity of heritage for future generations. By adapting elements thoughtfully, translation helps to ensure that cultural information is preserved without diluting its local significance, thus aligning with sustainable tourism practices.

10To meet these complex demands, recent theories advocate a balanced use of Venuti’s (1995) concepts of “domestication” and “foreignization.” Venuti argues that translation must either adapt to the norms of the target culture or retain the essence of the source culture, a dual approach particularly useful in translating tourism materials. For example, in promotional materials for Albanian heritage sites, over-domestication could risk losing the authentic essence of the source culture. A carefully balanced approach, however, allows both the distinctiveness of the original content and accessibility for the international reader, fostering a fuller appreciation of the landscapes and traditions being promoted.

11Finally, the field of transcreation—often applied in tourism and marketing—focuses on re-creating content that is not only linguistically accurate but also culturally engaging and resonant. Mangiron and O’Hagan (2006) emphasize that transcreation in tourism aims to inspire and emotionally connect with the target audience, which is particularly relevant when translating promotional content that emphasizes the experiential aspects of visiting culturally significant sites. This creative approach allows for emotionally engaging translations, enabling foreign readers to envision the atmosphere and cultural depth of places like the Vjosa River and Shar Mountain.

12In sum, translating promotional materials for Albanian protected areas illustrates how translation acts as both “a bridge and a filter” (Bassnett, 2002), conveying the intertwined values of culture and nature. This theoretical framework emphasizes that while linguistic elements are significant, they represent only one aspect of translation, which also requires the careful consideration of ecological and cultural sustainability. Translators mediate between linguistic and non-linguistic factors, ensuring that the materials resonate with audiences while preserving the identity and authenticity of these valuable cultural and environmental sites.

Methodology

13Texte de l’article. [Appliquer le style « Normal »] This study employs a qualitative methodology to analyze translation strategies within a collection of promotional and awareness-raising materials related to protected areas in Albania, such as the Vjosa River, Shar-Korab-Koritnik region, and Buna River-Velipoja protected landscape. Focusing on translations that adapt cultural and ecological information for diverse audiences, the research aims to illuminate how these translations enhance accessibility and convey local significance.

14The initial step involves gathering a corpus of relevant documents, including promotional materials, management plans, brochures, and other awareness-raising texts sourced through collaboration with the International Union for Conservation of Nature (IUCN) and affiliated bodies. These materials are analyzed to identify patterns of terminology choice, adaptation techniques, and strategies used to make culturally and ecologically specific content accessible for target audiences. Document analysis enables a closer examination of translation strategies—such as domestication, foreignization, explicitation, and omission—by highlighting how each approach is applied to achieve communicative clarity while retaining the authenticity of the sites’ cultural and environmental essence.

15Comparative analysis follows, focusing on key terms, cultural references, and environmental language to assess the effectiveness of meaning transfer between English and Albanian versions. This comparison examines the degree to which strategies like addition, adaptation, or re-contextualization align with the expectations of the target readership, ensuring that the translations maintain both clarity and cultural depth.

16To deepen this analysis, the study incorporates translator notes and reflections by Associate Professor Iris Klosi, who provides firsthand insights into the challenges encountered and strategies selected for rendering culturally bound and ecological terms. These reflections allow for validation of observed patterns and reveal the decision-making processes behind specific adaptation techniques, offering a unique perspective on how cultural and ecological information was tailored to meet the needs of international and domestic audiences.

17Triangulation enhances the reliability of the findings by cross-verifying results from document analysis, comparative analysis, and translator reflections, thereby ensuring that identified translation strategies consistently support the dual objectives of communicative clarity and authenticity across the corpus. Through these combined methods, this study captures how translation in cultural tourism effectively bridges linguistic and cultural gaps, promoting a rich understanding of Albania’s natural and cultural heritage among varied audiences.

Findings

18The findings of this study reveal specific translation strategies used to adapt promotional materials for Albanian protected areas, notably in brochures available online for the Shar-Korab-Koritnik region, Vjosa River, and Buna River-Velipoja sites. Each example demonstrates the translator’s efforts to balance linguistic accuracy with the need to convey cultural and environmental nuances to a broad audience. Key strategies include adaptation of terminology, selective explicitation, and dynamic equivalence, all of which help ensure the materials are both informative and culturally resonant.

19One primary observation is the use of dynamic equivalence to reframe culturally specific terms in a way that resonates with international readers. For instance, brochures for the Vjosa River describe the river as "Europe's last wild river," emphasizing its pristine, unaltered state. While the literal Albanian translation could merely indicate that the river is undeveloped, the English adaptation contextualizes this for a broader audience, appealing to environmental values and invoking a sense of urgency for conservation.

20In the Shar-Korab-Koritnik region, terms specific to traditional practices, such as bujtina (guesthouses) and duart e zonjave (literally “the hands of the ladies,” referring to handmade crafts), required explicitation to ensure understanding for readers unfamiliar with these Albanian concepts. For example, in the English brochure, bujtina is translated not simply as "guesthouse" but as "traditional Albanian guesthouse offering an authentic experience," thus adding context that conveys the cultural importance of local hospitality customs. This choice retains the unique appeal of traditional guesthouses while enhancing international comprehensibility.

21In the Buna River-Velipoja promotional materials, selective adaptation is evident in how environmental terminology is handled, especially terms related to biodiversity and protected species. Phrases like shtëpi për shumëllojshmërinë biologjike (literally, "house for biodiversity") were adapted into “haven for biodiversity” in English. This rephrasing invokes a sense of sanctuary, aligning with conservation-related terminology familiar to international readers. Here, the translation also amplifies the site's ecological significance, making it appealing to a target audience concerned with environmental sustainability.

22Furthermore, the domestication strategy appears where descriptions of flora and fauna require local species’ names to be translated in ways that align with species recognizable in other cultures. For example, a plant described locally as bimë medicinale in the Albanian materials was rendered as “medicinal herb,” providing international readers with a familiar term while ensuring the ecological relevance of the species is retained. In some cases, the names of plants or animals unique to these regions are kept in Albanian, accompanied by descriptive phrases to maintain a sense of local authenticity while supporting understanding.

23Examples of Communicative Translation are seen in Vjosa River materials, where the text not only describes ecological features but also emphasizes the cultural role the river plays in local communities. Instead of directly translating lum i jetës (literally, “river of life”), the translation reads as “lifeline for local communities.” This rephrasing maintains the meaning while adding context, making the river’s cultural and ecological significance accessible to non-Albanian readers.

24Overall, the findings highlight how translation choices in these online brochures serve to make Albania’s natural heritage accessible and engaging to an international audience. By blending cultural and linguistic adaptations, the materials ensure that the unique characteristics of each site—whether ecological, cultural, or historical—are preserved, enhancing the international visibility and appeal of Albania’s protected areas. This study underscores the critical role of targeted translation techniques in bridging cultural differences, facilitating cross-cultural engagement, and promoting environmental appreciation among diverse audiences.

Discussion

25The findings of this study underscore the significant role of translation in enhancing the accessibility and appeal of promotional materials for protected areas in Albania. By employing strategies such as dynamic equivalence, explicitation, and selective adaptation, translators successfully bridge linguistic and cultural gaps, allowing the unique characteristics of sites like the Vjosa River, Shar-Korab-Koritnik, and Buna River -Velipoja to resonate with both domestic and international audiences. This discussion highlights the implications of these findings for translation studies, cultural tourism, and environmental advocacy.

26One of the key insights is the importance of cultural sensitivity in translation, particularly for texts intended to promote both ecological and cultural heritage. The use of explicitation to contextualize terms such as bujtina (guesthouses) and duart e zonjave (handmade crafts) ensures that the materials convey not only the denotative meaning but also the cultural richness these terms embody. This aligns with Venuti’s (1995) emphasis on balancing domestication and foreignization in translation. By retaining the cultural authenticity of Albanian terms while making their significance comprehensible, the brochures effectively cater to the diverse cultural backgrounds of their readers.

27Dynamic equivalence, as seen in translations like “Europe’s last wild river” for the Vjosa River, exemplifies the translator’s ability to evoke emotional and cultural resonance. This strategy, rooted in Nida’s (1964) theory, ensures that the target audience perceives the materials with a similar impact to the original audience. In this context, dynamic equivalence is particularly effective in environmental tourism, where the goal extends beyond information transfer to fostering an emotional connection with the site’s ecological and cultural significance.

28The findings also reveal the complexities of addressing audience expectations in multilingual contexts. Translators often had to adapt terms or expand descriptions to ensure clarity, such as translating shtëpi për shumëllojshmërinë biologjike into “haven for biodiversity.” While this adaptation successfully conveys the site’s ecological importance, it raises questions about the potential loss of the source text’s specificity. This highlights the delicate balance translators must achieve between accuracy and readability, as noted by Baker (1992), who advocates for the expansion of cultural references to enhance understanding in the target language.

29Moreover, the study illustrates how promotional materials for protected areas contribute to environmental advocacy by employing language that aligns with conservationist discourses. Terms like “haven for biodiversity” and “lifeline for local communities” not only communicate ecological and cultural facts but also inspire a sense of responsibility and connection among readers. This demonstrates how translation extends beyond linguistic transfer to shaping perceptions and promoting engagement with environmental sustainability.

30However, the findings also reveal challenges in translating culturally bound and ecologically specific texts. While strategies like explicitation and adaptation provide solutions, they may not fully capture the depth of meaning inherent in the source text. For example, maintaining the cultural richness of terms while ensuring accessibility for international readers often required compromises, such as omitting certain nuances or simplifying complex concepts. This suggests a need for further exploration of strategies that balance fidelity to the source text with the communicative needs of the target audience.

31In light of these findings, this study contributes to the growing body of research on translation in cultural tourism by highlighting the interplay between linguistic accuracy, cultural resonance, and ecological advocacy. It also emphasizes the translator’s role as a mediator who shapes not only the content but also the audience’s engagement with the subject matter. Future research could explore the application of these strategies in other contexts, such as urban heritage sites or intangible cultural assets, to further understand the broader implications of translation in cross-cultural communication and environmental preservation.

Conclusion

32This study highlights the critical role of translation in bridging linguistic and cultural gaps within promotional materials for protected areas in Albania, including the Vjosa River, Shar-Korab-Koritnik region, and Buna River-Velipoja rotected landscape. The analysis reveals how strategies such as dynamic equivalence, explicitation, and selective adaptation effectively render culturally and ecologically specific content accessible to diverse audiences, ensuring both clarity and authenticity. These approaches enable the materials to resonate emotionally and cognitively with readers, fostering a deeper understanding of Albania’s natural and cultural heritage.

33By addressing the challenges of translating culturally bound and ecologically specific terms, the study underscores the complexity of maintaining fidelity to the source text while adapting to the target audience’s expectations. Translators must balance cultural authenticity with communicative clarity, ensuring that the unique characteristics of the sites are preserved while engaging international readers. This dual focus enhances the promotional materials’ role as tools for environmental advocacy and cultural tourism, encouraging sustainable engagement with Albania’s protected areas.

34The findings contribute to translation studies by demonstrating how linguistic and cultural strategies can promote cross-cultural communication and environmental preservation. They also emphasize the translator’s mediatory role in shaping the perception and reception of promotional texts. Future research could explore similar translation practices in other multilingual and culturally diverse contexts to build on these insights and expand the understanding of translation as a tool for fostering global appreciation of natural and cultural heritage.

35Bibliographie :

36Baker, M. (1992). In other words: A coursebook on translation. Routledge, 390 p.

37Bassnett, S. (2002). Translation studies (3rd ed.). Routledge, 192 p.

38Cronin, M. (2017). Translation and identity. Routledge, 176 p.

39Gengshen, H. (2004). Eco-translatology: A new way of thinking about translation and ecological adaptation. Meta: Journal des traducteurs, 49(2), 332-340.

40Mangiron, C., & O’Hagan, M. (2006). Transcreation: A new approach to translation. In Translation and localisation in video games Routledge, pp. 157-176.

41Newmark, P. (1988). A textbook of translation. Prentice Hall, PDF.

42Nida, E. A., & Taber, C. R. (1969). The theory and practice of translation. Brill, PDF.

43Venuti, L. (1995). The translator’s invisibility: A history of translation. Routledge, Venuti, L. (1995). The translator’s invisibility: A history of translation. Routledge, 344 p.

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Quelques mots à propos de :  Ergys BEZHANI

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This is an Open Access article distributed under the terms of the Creative Commons Attribution License CC BY-NC 3.0 (https://creativecommons.org/licenses/by-nc/3.0/fr/) / Article distribué selon les termes de la licence Creative Commons CC BY-NC.3.0 (https://creativecommons.org/licenses/by-nc/3.0/fr/)