1. 研究目的与意义（文献综述包含参考文献）

1. Research Purpose With the rapid development of the economy, people are more inclined to pursue high-level spiritual enjoyment after the improvement of material conditions, and tourism has become a popular choice for the majority of people. Therefore the demand of tourism is characterized by diversity and multi-level. Located on the southwestern border of China, there is a convenient geographical location of Yunnan province for internal and external cultural exchanges. And also Yunnan is an important gateway for China#8217;s tourism development. With the rapid development of tourism in Yunnan, more and more tourists choose to travel to Yunnan, including many foreigners. For a long time, in order to convey the cultural elements and attract more tourists, Yunnan provincial department of culture and tourism is trying to carefully design some special public tourism slogans. First, for most tourists, the tourism promotion slogan is a communication medium that introduces unique tourism resources and culture with minimal text. Second, in order to stand out in the highly competitive tourism market, the tourism slogan should be carefully considered. Nowadays English has become an international language, and the tourism is no exception. Therefore, the English version of the tourism propaganda slogan is also necessity. For Yunnan#8217;s tourist destinations, how to choose an appropriate public propaganda slogan that can not only appeals to foreigners, but also shows the uniqueness cultures is worth exploring. Therefore, the research attempts to analyze the linguistic characteristics and the effectiveness of intercultural communication of English tourism promotion slogans in Yunnan province. The findings will give the government or relevant departments some useful information to better choose and design appropriate English promotional words so as to achieve better cultural communication, and to promote the unique ethnic style of Yunnan Province to the world. 2. Research background 2.1 The Silk Road Economic Belt and the 21st-Century Maritime Silk Road ”The Belt and Road” is an important achievement under the development of socialist diplomacy with Chinese characteristics in the new era. It is the general term for the ”the Silk Road Economic Belt” and ”the 21st-Century Maritime Silk Road”. Under the background of economic globalization, ”the Belt and Road” is the pivotal direction of China#8217;s current socialist economic development, involving political, economic, cultural and other external exchanges. And it is a very important requirement for social culture and economic development. ”The Belt and Road” is a way to improve tourism economy and plays an important role in the inheritance and development of world cultural legacy. 2.2 Tourism Industry in Yunnan Province Geographical advantage. Located in the ethnic minority areas of the southwestern border, Yunnan has a convenient geographical location for internal and external cultural exchanges and is an important gateway for China#8217;s tourism development. Yunnan not only connects Southeast Asia and South Asia, but also has close ties with Middle Eastern countries, with rich tourism resources. In recent years, Yunnan Province has focused on building regional tourism resources and has achieved great progress in its development. Rich natural landscape resources. The current degree of industrialization in Yunnan Province is relatively low. Many traditional handicraft industries still exist. In the economic development, the destructive power to the environment is small, the natural ecological primitive state remains good, and the climatic conditions in Yunnan are better. The provincial capital Kunming is known as the ”Spring City”. The climatic conditions and temperature of the city determine the long-term richness of its tourism resources. According to the National Tourism Administration#8217;s 2017 data: Kunming is the second largest spring city in China. After long-term tourism development, Yunnan Province has formed famous tourist attractions such as Lijiang, Dali, Xishuangbanna and Shangri-La. It receives a large number of tourists every year and has become an important resource to support the sustainable development of its tourism industry. Diverse humanistic tourism resources. Yunnan Province is rich in human resources and is the province with the largest ethnic group in China. It has the support of the National Culture Grand View Garden. There are many ethnic minorities in Yunnan, accounting for more than 30% of the total number of residents in Yunnan Province. In addition to the Han nationality, there are five ethnic minorities with more than one million people in Yunnan. Diverse human resources attract the attention of many tourists at home and abroad and are an important part of Yunnan#8217;s tourism resources. At the same time, Yunnan#8217;s tourism resources are rich in historical and cultural resources. During the historical investigation in Yunnan, people explored the Paleozoic group in the Cambrian era, excavated the world#8217;s largest dinosaur fossil group in Shinan, Yunnan, and later discovered it. Yuanmou people#8217;s ruins. These historical cultures are an important part of Yunnan#8217;s tourism resources. 3. Literature review 3.1 Intercultural Communication 3.1.1 Culture There are many definitions of culture. From different purposes, the different definitions are granted on the term of culture. According to the statistics, there are more than 250 definitions by the end of 1996. The composition of culture is not only a simple aspect, so the study of culture can be multi-dimensional. Just as Larry A. Samovar (2006: 36) said that culture is ”ubiquitous, multi-dimensional, complex and all-pervasive.”. There are many perspectives for scholars to study the term of culture, such as sociology, anthropology, and etymology. The broad interpretation of culture is that ”culture is a system of shared beliefs, values, customs, behaviors and material objects that the members of a society use to cope with their world and with one another” according to Bates Fratkin (1999: 5). The narrow and also the most authoritative interpretation of culture is that ”a complex whole which includes knowledge, beliefs, arts, morals, laws, customs, and any other capabilities and habits acquired by man as members of society” according to the prestigious anthropologist E.B Taylor（Hu，1998） who was called ”the father of culture”. In simple sense, culture refers to the way of society as a whole, or the way people are. In a narrow sense, culture is a unique style and tradition of a nation, established in its historical development. From the above, we can know that culture has a huge impact on people. It not only creates patterns of people#8217;s thoughts, but also influences how we behave; how people respond to the world and how people communicate with others from the same or different cultures. 3.1.2 Tourist Culture As a branch of culture, tourism is complex. Cultural factors are often hidden in human activities. It covers almost everything in the travel industry. Tourism culture can be divided into traditional tourism culture and modern tourism culture. The former mainly includes tourists and tourism landscape culture; the latter increases tourism culture and cultural communication. The construction of tourism culture is a new type of management ideas for modern tourism to maximize its effectiveness. Tourists can learn and understand the cultural characteristics of a community through tourism and participation in destinations so that they can have fun both physically and physically. In the book Chinese Tourist Culture，culture is categorized as culture of materiality, culture of system, culture of behavior, and culture of psychology （Pan Baoming 2001: 3). According to this theory, the author summarizes China#8217;s tourism culture in three levels: 1) material level; 2) social environment and cultural atmosphere; 3) mentality level. After reading some of the tourist materials, you can find that the rich resources in the tourism culture can be summarized in five aspects: Historical Relics, Gardening, Ethnic customs and food. The correspondence between these three levels and five aspects is 1) material level: food. 2) social environment and cultural atmosphere: historical relics and gardening arts. 3) mentality level: ethnic customs and religious attractions. This paper analyzes the effectiveness of cross-cultural communication from these three different levels of tourism introduction. 3.1.3 Intercultural Communication Communication may be interpreted as ”the exchange of thoughts, messages, or information by speech, signals, writing, or behavior” (AHD, 1992). Usually, a communication process contains five parts: source party, message, channel, target party and effect (Guan, 1995: 28). That is to say, the issuer formulates an idea and sends it to the target in a certain channel or medium. In this process, people can communicate with people of the same or different cultural backgrounds. After the exchange, the target can understand the ideas put forward by the issuer to a large extent and achieve the desired communication goals. Intercultural communication is the communication between people from different cultures (Zhao, 2006). With the development of economic and cultural globalization, cross-cultural communication has become more and more frequent in international tourism. Whether it is for our Chinese to travel abroad or for foreigners to travel to China, they face language barriers. Tourist destinations must communicate with visitors of different languages and cultures to achieve the purpose of transmitting tourism information, spreading unique culture and attracting more tourists. China is no exception. The relevant departments of tourism destinations attach importance to the design of public slogans such as texts, sounds, pictures, etc. to spread valuable information and images to foreign tourists, and help foreign tourists to understand it. 3.2 Studies of the Translation of Tourism Material No one in translation studies could ignore Eugene A. Nida and Peter Newmark. Although they are grouped into scientific or linguistic school of translation, they have contributed greatly to the study of cultural factors in translation. Early in 1964, in the Toward a Science of Translating Nida (1964: 91) classified the cultural system involved in translation into five categories, i.e. the ecological culture, linguistic culture, religious culture. material culture and social culture. He believed that ”A language is always a part of culture and the meaning of any text referring directly or indirectly to the corresponding culture” (Nida, 2001: 286). He believes that translation is not only a question of language, but also a collision between two cultures. For the phenomenon that the translation target language is unbalanced due to cultural differences, he is more inclined to adapt the translation of the target text to the target audience. As a supporter of Nida#8217;s theory, Peter Newmark (2001: 94) also explored the relationship between translation and culture. He defines culture as ”the way of life and its manifestations that are peculiar to a community that uses a particular language as its means of Expression”. This cultural definition is very beneficial for translation studies because it shows that language is a major part of culture.

2. 研究的基本内容、问题解决措施及方案

1. Research Question 1) What are the linguistic characteristics of English tourism promotion slogans of tourism resorts in Yunnan Province？ 2) How is the intercultural communication effectiveness of English tourism promotion slogans of tourism resorts in Yunnan Province？ 2. Research Methods Major research methods includes quantitative design and qualitative design. 1). Quantitative design. The investigation involved five major scenic spots in Kunming, Yuxi, Chuxiong, Dali and Lijiang in Yunnan Province. Through a questionnaire survey of foreign tourists in Yunnan Province, the research better evaluated the effectiveness of tourism propaganda in cross-cultural communication. 2). Qualitative design. The qualitative design was intended to explore what are the linguistic characteristics of English tourism promotion slogans of tourism resorts in Yunnan Province. This section consists of literature and collect and analyze the promoting words of tourism slogan in Yunna Province. Literature describes a careful explanation of the slogan. For example, each slogan is very short and refined, but it contains a lot of connotations, so every word or match must be analyzed with translation theory. For collecting and analyzing word, due to the original meaning and extended meaning of certain words, the research needs to refer to the rich materials to collect the most appropriate meaning, which is beneficial to analyze the entire tourism slogan from the perspective of intercultural communication.