engleski

Translation of menus in Croatian restaurant sector: a proposal for quality intercultural communication

This study presentsa review of results that come from the research team analysis based on data collection, which took place in the Kvarner Region restaurants. The article describes two basic translation strategies, domestication and foreignization, focusing on translation of the local cuisine dishes from Croatian into English. It also presents examples that were collected, while analyzing their quality and finding the possibility of improvement. Through the qualitative and quantitative methods the objective was to gather an in-depth understanding of how the existent restaurant menus could mainly influence on intercultural communication while paying attention to service quality and customer satisfaction. The research sampling method that is used in this study is random sampling, in order to obtain a more scientific result that could be used to represent issues of this topic in restaurants ofthe above mentioned tourist region in Croatia. After a systematic analysis of the previously mentioned issues, the authors' conclusion is that the menu status should be determined as a text for special purpose that is tailored to the specific target group of guests - tourists. The menu language needs to be adjusted in a clear and simple way keeping the characteristics and style of food in informative function on a foreign language.The main contribution of the paper is the analysis of menu translations and present strategies for translating which influence onquality intercultural communication, as well as on service quality and customer satisfaction.The fact is that most of the restaurants are successful because of the loyal and satisfied customer base. The research findings are an important contribution to future research of menu translations and restaurant offer in Croatian restaurants.

menu; translation strategy; intercultural communication; foreignization; domestication; restaurant

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