Language Translation in Saudi Tourism Sector

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Table of Contents

Introduction
Literature Review
Proposed Methodology
Communicating Results
Conclusion
References

Introduction

Tourism is one of the fastest-growing sectors across the planet. Therefore, it means that many people move across different countries and encounter differences, including culture and language. While many countries have already established tourism infrastructure, some emerging markets have started to capture the interests of both scholars and policymakers. One of these markets is the Middle East, which includes such major nations as the United Arab Emirates (UAE). According to Zaidan and Kovacs (2017), the Middle East is considered to be one of the least developed countries in the world. However, they are experiencing rapid urbanization and modernization in countries with a greater wealth of resources. In Saudi Arabia, the development of the tourism sector is perceived as part of the country’s strategy to diversify the economy and reduce its reliance on oil (Alferaih et al., 2018). Therefore, the country needs to build the necessary supporting infrastructure for the tourism sector.

One of the main supporting systems for the tourism sector in Saudi Arabia is language translation programs. The rationale is that Saudi Arabia is a culturally diversified country due to the many expatriates working there. Jraid and Alhanaqtah (2018) explain that cultural diversity includes the fragmentation of languages and communication. Any tourist destination hopes to attract people from multiple countries. Therefore, it can be argued that more than one language will be encountered while offering services associated with tourism. However, some languages can be considered universal and many people traveling to foreign countries may be able to speak them. The main question becomes what can the local people do to make sure that their interactions with tourists are most fruitful. In addition to mastering universal languages, the role of language translation remains critical, especially because not all Saudi nationals will be able to speak these languages. The necessity of translation in the tourism industry means that the education system has a critical role to play.

Several studies have explored various aspects regarding the issue of translation both in the Saudi and international contexts. Among the primary themes that emerge include the fact that despite the dominance of such universal languages as English, translation success depends on the teaching and training strategies adopted. According to Adil (2020), translation can be used as a strategy for learning, which means translators need to understand the contextual meanings of given statements. For the translation programs in Saudi learning institutions, the focus is not merely on the acquisition of a second language. On the contrary, effectively communicating ideas from one language to another, both in speaking and writing, is the ultimate objective.

Problem Statement

The background presented above highlights that Saudi Arabia is a country that wishes to use tourism as a strategic alternative for economic growth and development, especially in preparation for a future without oil. Additionally, the multilingual nature of the country’s population, coupled with the fact that tourists display cultural and lingual differences, necessitates the use of language translation services. The fact that the country has already established multiple colleges and programs for language translation means that Saudi Arabia is ready to fully utilize its tourism resources. However, the current literature is limited regarding the relationship between language translation and the development of the tourism sector.

Additionally, there is a need to explore how these programs and institutions can help the country pursue its agenda for the tourism industry in light of Vision 2030. Such observers as Poncet (n.d.) express that Saudi Arabia has already planned on investing $810 billion in leisure, entertainment, and culture, which is expected to push international visitors up to 22.1 million people. These figures would mean that the country would surpass Dubai’s current figures by about 40%, which should make Saudi Arabia a new leader in the regional tourism sector. Current plans include improving tourist experiences, which have resulted in the creation of various facilities (Zimmermann, 2021). Even with these efforts, it is clear that little attention has been given to translation, considering that more visitors mean the need for more translators.

Research Objectives and Questions

The primary objective of the research is to establish the role of language interpretation in the pursuit of Saudi Arabia’s Vision 2030 for the tourism sector. The specific objectives are as outlined below:

To explore the types of language translation programs and colleges in Saudi Arabia.
To outline how language translation supports the tourism sector in Saudi Arabia.
To establish the role of language translators in Saudi Arabia’s tourism sector.
To explore the gaps between current language translation programs and industry practice.
To explore how language translation can be improved in response to emerging needs in the growing tourism sector and in the pursuit of the country’s Vision 2030.

Research Questions

What are the types of language translation programs and colleges in Saudi Arabia?
How does language translation support the tourism sector in Saudi Arabia?
What is the role of language translators in Saudi Arabia’s tourism sector?
What are the gaps between current language translation programs and industry practice?
How can language translation be improved in response to emerging needs in the growing tourism sector and in the pursuit of the country’s Vision 2030?

Significance of the Proposed Study

The rate at which tourism is growing in the Middle East is a testament to the fact that the region needs to embrace cultural and lingual diversity. The region is predominantly Arabic, which means that tourists and locals need a platform on which they can seamlessly interact. Therefore, language translation fills the gap created by linguistic differences between the tourists and the natives of the region. Additionally, Saudi Arabia is one of those countries that seek to diversify their economies and reduce reliance on natural gas and oil. The growth of the region, including mega-infrastructural projects, means that the region is increasingly becoming one of the greatest tourist destinations in the world.

Sustaining tourism in Saudi Arabia offers the country a feasible economic alternative to natural resources. The role of language translation in supporting tourism has not been adequately studied. Therefore, the proposed research will make vital contributions to the literature on this subject. To achieve this, the proposal outlines the specific value of language translation to tourism and lays the foundation for future studies on the subject. The fact that the current literature does not adequately address the topic will be challenged as the current study develops new methodologies, perspectives, and paradigms to support new theoretical foundations. Additionally, the stakeholders in the tourism sector can learn vital lessons on how to build supporting infrastructure for the industry. Vision 2030 can only be achieved when the country commits not only to diversifying the economy but also to creating a significant body of knowledge to support economic activities and initiatives.

Limitations

The proposed research will face a few major limitations that can affect its completion. Firstly, the current Covid-19 pandemic limits the movement of the research and, consequently, the methodological options available. Most importantly, the researcher cannot physically interact with the respondents, which rules out such approaches as face-to-face interviews in the collection of primary data. However, the availability of alternatives, including online surveys and the electronic administration of questionnaires, should reduce the detriments of this limitation. Secondly, the current literature on the research subject is inadequate to support the study. There are few previous empirical or scientific studies on language translation and its effect on tourism. Therefore, alternative sources of information will have to be sought. Lastly, the research topic is broad because it covers two sectors: education and tourism. Therefore, the research has to balance and find information on the two industries. The main issue is the fact that language translation courses fall under education. Only current practices can focus on tourism, which means the research has to find a way to link the two.

Literature Review

Overview of Current Language Translation Programs

Language translation in Saudi Arabia has been a growing necessity due to the rapid rise in tourism and other sectors requiring these services. There is currently inadequate scholarly research on the current language translation programs in the country, which means that alternative sources can be explored to offer a brief overview of this topic. An article posted by Medical Tourism Magazine (n.d.) expresses that Arabic translators are a necessity, especially for the medical tourism sector. Case scenarios of linguistic differences hampering service rendering have been given as illustrations for this position.

Multiple websites have been created to advertise translation programs and training courses in Saudi Arabia, which should illustrate the current efforts by the country to improve translation services. For example, Effat University has a language and translation center, which offers diplomas in such languages as French, Spanish, and German. A key aspect of these courses is that they include the aspect of civilization to accompany each of the languages taught. This approach supports the notion by Abu-ghararah (2017), who expresses that translators must comprehend the contextual situations to reproduce them in a different language. Another example is the Qassim University, whose translation courses have been explored by Al-Ahdal et al. (2017). In this case, problems and potential solutions have been examined where the key observation is that despite the programs being mandatory, what is offered is only arbitrary and lacks sharp focus. In other words, the programs are inadequate in their efforts to produce competent translators.

At this stage, only examples of courses and programs on language translation can be outlined. However, a deeper insight into their effectiveness and contribution to the tourism industry remains impossible. However, it is possible to conclude that Saudi Arabia has a dedicated education system that seeks to facilitate the development of language translation. English is a universal language and many tourists may be able to communicate in English. Therefore, English is one of the most common languages taught in Saudi Arabia, where some colleges even offer bachelor’s and master’s degrees. For instance, the College of Science and Theoretical Studies has an English language and translation program established in 2014 offering diploma, bachelor, and master degrees. The adequacy of these programs in meeting the current demand for translators in the tourism industry is unexplored. However, it can be seen that the top industries in Saudi Arabia and the Gulf Region desperately need Arabic translation services, where English to Arabic and Arabic to English are critical (Renaissance Translations, 2020). Therefore, the necessity for improved language translation programs is apparent.

Translation Programs and Practices Across the Gulf Region

The Gulf Region can be described as a strategic location and market in the Middle East, which means many global companies have a reason to target these countries. Similar to Saudi Arabia, the Gulf Region is experiencing a rise in demand for language translation services as explained by Zheng (2020). Therefore, it is not just the tourism industry that is in search of qualified translators. According to Zheng (2020), the most requested languages include Arabic, Chinese, Russian, Hindi, and other Indian languages. The globalization of the region has been cited as the main reason why the Gulf Region experiences a collection of such diverse languages and national cultures. The rationale is that many countries are hoping to establish deeper ties due to the economically strategic position of the region. With the region also becoming a key tourist destination, it can be argued that the tourism sector is also experiencing a growing demand for translators across all Gulf countries.

Similar to Saudi Arabia, there is a lack of scholarly work exploring the language translation industry, both in the tourism and education sectors. Additionally, only examples of programs and courses can be outlined at this stage but these should be adequate to support the argument that these services are increasingly growing in necessity. The UAE University offers a bachelor of arts in translation studies due to the growing demand for professional translators. The program acknowledges that the country needs well-equipped translators with both cultural and linguistic knowledge to support the needs of a multinational society. Both Arab-to-English and English-to-Arab are the main emphasis (UAE University, 2021). Similar programs are offered across the UAE, Bahrain, and all the Gulf countries.

The key observation is that the Gulf countries have a similar approach to language translation programs. Many of the courses are offered by higher learning institutions, which should help create qualified professionals. Without scholarly studies, it remains difficult to outline the actual role of these programs in the tourism sector. However, the main observation made is that the Gulf region needs translation services not only for the tourism sector but for several other industries as well. Therefore, the current knowledge may be limited but it is adequate to show that language translation is a key component of the region’s economic activity. While no conclusions can be drawn, hypotheses can be developed to include that tourism growth in the Gulf Region will necessitate better language translation courses and programs.

Vision 2030: Saudi Tourism

The proposed research is founded on the idea that Saudi Arabia is seeking to explore the potential of tourism as an alternative economic activity to mining natural gas and oil. Additionally, language translation is perceived as a tool to support the growth of tourism. With these presumptions, it is important to acknowledge that tourism growth is part of the country’s Vision 2030 agenda. According to Zimmerman (n.d.), Vision 2030 goals include enhancing the growth of the private sector to build a vibrant society. additionally, Saudi Arabia seeks to compete regionally and emerge as the top economy. Regarding tourism, such initiatives as preserving thousands of historical sites per UNESCO World Heritage guidelines are implemented. Additionally, the country is in the process of developing ecotourism to support the already established activities, including national and regional cultural celebrations.

Tourism in Saudi Arabia can be described as the main service industry and a critical factor in the country’s economic development. The role of this industry in the achievement of Vision 2030 has been explored by Ali and Salameh (2021), who acknowledge that Saudi Arabia is among the oldest and most famous destinations for pilgrimage tourism attributed to its Islamic heritage. As a feasible economic activity ties to Vision 2030, the government of Saudi Arabia is pursuing measures to improve the sector, including such efforts as softening visa fees and procedures and implementing targeted tourism and other similar strategies. Even with these strategies, Saudi Arabia is still not the main tourist destination because the UAE is currently ranked as the tourism leader (Poncet, n.d.). Therefore, Vision 2030 can be seen as a template for the country to push for further developments to exploit the huge potential the country possesses. With Vision 2030, Saudi Arabia hopes to make the country a top-five global destination (Karantzavelou, 2019). Therefore, it can be argued that the growth in tourism will require updates in supporting services and infrastructure, including language translation.

Recent Research

The current research on the proposed topic is fragmented and focuses on multiple sub-themes. While still inadequate, it is important to acknowledge that the previous studies should form a foundation to undertake new research on the role of language translation in pursuing Saudi Arabia’s Vision 2030. Such scholars as Ali and Salameh (2021) have explored the role played by the tourism and travel sector in achieving Vision 2030, where the industry has been expressed as a significant contributor to the country’s gross domestic product (GDP). However, since the proposed research focuses on language translation, there is a need to explore what has been studied, even though links to tourism and Vision 2030 have not been established.

Many studies on language and translation focus on such issues as translator competence and translation programs. A review by Salamah (2021) examines translation competence and translator training and explains that interest in this subject emerged as early as the mid-1980s. in the Saudi context, Salamah (2021) explains that there is a need to enhance the quality of translation programs to improve their outcomes. However, the review does not explain how tourism is affected by the current proficiency levels but it is made apparent that the country could massively benefit from better programs and higher degrees of translator competence.

Language and translation courses across the Gulf Region have also been explored, focusing on specific languages, including French. Brengy (2019) examines French departments in the Gulf Universities and explains that this language is the sixth most commonly spoken across the world. Additionally, it is also the second most taught across the European Union, which means that the Gulf Region has taken a special interest in French. The challenges and prospects associated with French in Saudi Arabia and other Gulf countries have been explored. The key observation is that the French language and translation programs could help pursue Vision 2030. Additionally, many universities offer French as an elective course, which could be a challenge because not all students will be eager to select the course.

Besides French, English is another common language that has dominated language translation courses in Saudi Arabia and other Gulf countries. Alhasawi (2016) explores the policies for Saudi Arabia’s English education and highlights the history, current trends, and issues surrounding language teaching and translation. It can be observed that since English is a Global Language, Saudi Arabia has been keen on integrating it into its education system. Teaching English as a foreign language (EFL) started in 1937, but the main objective has been to spread the Islamic faith and not to support tourism. However, these objectives have been expanded over time and it can be argued that one of the critical uses of the language is to promote the country’s tourism sector. Even though no references are made to the tourism industry or language translation market, competence in the English language remains one of the key requirements in the facilitation of the growth of tourism in the country.

Evidence has been provided to prove that the current programs are inadequate to support the Saudi market’s demands for competent translators. This gap has been investigated by Abu-ghararah (2017), who concludes that the academic training does not meet the requirements of the country’s translation market. Even though no reference has been made to the tourism sector, it can be inferred that since this industry is one of those that use translators, tourism suffers from low competence levels of language translators. Additionally, it is not clear which specific languages suffer from this problem, which means that the issue has been generalized across all languages.

It has been mentioned earlier that there are inadequate links made between tourism and language translation. Additionally, those studies exploring this link are outside the Saudi context, meaning only inferences can be made. One such effort has been made by Sulaiman (2016), whose focus is the use of language translation for tourism promotion. Sulaiman (2016) notes that the growth of tourism across the world means that translation is the most practical tool for cross-cultural tourism promotion. Translation studies have often criticized tourism promotional materials because most of them have been deemed to be inadequately translated. This study explains that the tourism sector suffers a deficiency in translation competence, which could be the case for Saudi Arabia.

Proposed Methodology

Qualitative Research

The proposed research will adopt a qualitative approach, which is commonly used in social sciences. According to Mohajan (2018), qualitative research can be described as a form of social action stressing the way people interpret and make sense of experiences and understand individuals’ social reality. Therefore, the proposed research will focus on exploring how the stakeholders in the language translation programs and practitioners in the tourism industry in Saudi Arabia. The study will explore how these stakeholders perceive the current programs and the role of language translation in the pursuit of Saudi Arabia’s Vision 2030 on tourism. Multiple methods can be used in qualitative research but the proposed study used grounded theory, where the data analysis leads to the development of theories. It has been expressed severally that literature on the proposed subject is scarce. Therefore, new theoretical developments are needed linking the key variables and qualitative research is deemed to be the best approach to achieve this goal.

Study Design

The proposed design will be a case study based on the fact that the researcher focuses exclusively on Saudi Arabia. Therefore, it can be understood that all information gathered focuses on the country’s tourism and education sectors, specifically on the subject of language translation and its role in the achievement of Vision 2030. In the context of a qualitative study, the case study design will explore how Saudi residents feel about the translation courses and their efficacy in supporting the tourism sector. The rationale for the selection of a case study design is that there is a need for an in-depth exploration of the proposed phenomenon within a specific context, which is Saudi Arabia. According to Rashid et al. (2019), the case study methods are among the most widely deployed methods by researchers interested in qualitative research. Therefore, the proposed research should be a success because there are multiple examples to support the methodologies adopted.

Sampling

The use of primary data means that a sample of respondents will be recruited to provide the data. The sampling strategy used will be convenience sampling, which will allow the researcher to engage only those individuals who are perceived to have the data being sought. However, this technique may be tedious because a sample size of 500 respondents will be required. The recruited participants will be derived from various areas of expertise, mostly from the colleges offering language and translation. The tourism businesses will also be surveyed, especially the employees dealing with customer handling. The researcher can use incorporate other strategies to make sampling easier. For example, convenience sampling means that the researcher will be seeking universities offering language translation courses. Once several colleges have been selected using a conventional technique, random sampling can be used to gather a specified number of employees. Tourism businesses will also be targeted where language translation experts and practitioners will be sought. The rationale for the sample size is that due to the novelty of the research, adequate data will be needed to develop a verifiable theory.

Data Collection and Analysis

Qualitative studies are involved with the collection and analysis of non-numerical data. Therefore, qualitative information intended to answer the research questions will be sought. The primary data collection tool will be questionnaires, which will be administered electronically. The rationale for this method is that with the current COVID-19 crisis, movements and physical interactions will be impossible or risky for both the researcher and the participants. Additionally, the proliferation of the Internet in the country means that virtually all adults have access to affordable Internet. Therefore, emails and social media tools are feasible options for the researcher to administer questionnaires.

As a case study, there is a keen interest in in-depth insight into the subject under investigation. Across all the 500 respondents, detailed information regarding the current status of language translation programs and industry practice will be collected. Therefore, open-ended questions will be used to allow respondents to fully express themselves and offer as much information as possible. Different sets of questionnaires will be used for the different groups of respondents. Specifically, the respondents in the education sector, including faculty heads, members, and students, will be questioned about how the education system supports language translation. In the tourism sector, tour guides and customer relationship personnel will be questioned on how their proficiency in language translation or lack of it impacts their jobs. In case interesting themes emerge, the researcher may undertake follow-up inquiries to solicit further details from the relevant respondents. In this case, phone calls will be more appropriate, assuming that the respondents will be willing to provide this information.

A thematic analysis will be used to analyze the collected data. The researcher may develop themes from the responses where common issues are complied with and addressed under a single theme. Alternatively, themes may be developed using the questions from which the researcher seeks information tied to the predetermined themes. The research questions provide an idea of what the researcher seeks to find out, which means that all questions can revolve around the research objectives. This is a better option because it allows the scholar to remain within the scope of the study. A discussion of all themes will be supported by the data where summaries and quotes of the responses will be used as critical evidence. A snapshot of the key findings will also be presented in the form of a table.

Ethical Considerations

The proposed research will have to observe several ethical issues, especially because it will involve the collection of primary data. First, the researcher needs to protect the privacy of the respondents, which means that no personal data will be solicited. The focus will primarily be on information to answer the proposed research question. Second, there is a need to keep the responses anonymous, which means that no responses will be tied to a particular participant. This allows the people involved to feel the freedom to fully express themselves without fear.

Another ethical issue is concerned with voluntary participation, which means that no individual will be forced to participate. Informed consent will also have to be obtained before the administration of questionnaires and only those people who sign the relevant forms will be engaged. The selection of participants will also observe such issues as age, where only adults will be involved. In addition to the protection of minors, this ethical issue will not pose many challenges because the information is gathered from experts, especially individuals working in both the tourism and education sectors. Even though only adults will be recruited, the researcher will still need to make sure that no one will be harmed in any way during the research process.

Communicating Results

The results of the research will be communicated through the Ph.D. report, which will be structured chronologically. The report will outline all aspects of the study, including the methodological approaches, actual data collected and analyzed, and the result of the analysis. Chapter 4 of the report is the findings section, which will cover the analysis of data and presentation of findings. Additionally, the fifth chapter offers a discussion of the results in relation to the research problem and the literature reviewed. Depending on the approach taken, the researcher will be keen to explain what the results mean and imply for the research topic and even the practical applications. It is important to note that the proposed Ph.D. thesis covers a real-life scenario in Saudi Arabia. Therefore, implications for practice will be a significant section that communicates or recommends what the various stakeholders can do to achieve the set goals for the tourism industry. Lastly, the discussion chapter of the research elaborates on the findings and makes the necessary links between the results and the literature discussed in the second chapter.

Conclusion

The proposed research seeks to fill major gaps in the current literature, especially regarding the inadequately explored subject of the role of language translation in developing tourism. The Kingdom of Saudi Arabia intends to build a future without the natural resources of oil and gas. The country’s Vision 2030 includes plans for tourism, which requires the development of the necessary supporting infrastructure. Therefore, the proposed study explores how improved language translation programs support Vision 2030 and the country’s plans for the tourism sector. Language and translation programs have been integrated into the country’s education system. However, not all higher education institutions offer them and those who teach them do so on a voluntary basis. In other words, students can choose whether or not to take the courses, which means that it is difficult to build proficiency. The lack of proficiency is perceived to be a gap for which a course of action for the country should be developed.

References

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