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1、 中美酒店简介体裁的对比分析 重庆大学硕士学位论文 学生姓名：刘付川 指 导 教 师 ：朱 万 忠 教 授 专 业：外国语言学 及应用语言学 学 科 门 类 ： 文 学 重庆大学外国语学院 二 年 四 月 A Comparative Genre Analysis of American and Chinese Hotel Introduction A Thesis Submitted to Chongqing University in Partial Fulfillment of the Requirement for the Degree of Master of Arts By Liu
2、Fuchuan Supervised by Prof. Zhu Wanzhong Major: Foreign Linguistics and Applied Linguistics College of Foreign Languages of Chongqing University, Chongqing, China April, 2011 摘 要 改革开放 30 多年以来，中国经济得到了空前的发展，经济总量已跃居世界第 二 成为全球第二大经济体。与此同时，中国与外国各种形式的交流日益增多。国 际间 的经济合作、文化交流、观光旅游等活动日趋频繁。国际间的人员流动促进 了第三 产业的发展，
3、酒店业就是在这一过程中不断发展起来的产业。 人们在选择酒店入住之前需要对酒店相关信息进行一些了解，互联网在这种 跨 国间的沟通及信息传递过程中发挥了重要的作用。网络使酒店拥有了一个可以 直接 跟顾客沟通、交流的平台。酒店网站建设对酒店的宣传作用极其明显，关于 酒店简 介的内容尤为重要。人们通过阅读酒店简介可以很快了解酒店的概况。一 个有效的 酒店简介可以给顾客留下美好的印象，利于酒店树立良好的形象，进而 取得顾客的 信任。 为 了 更好 的 理解 和 掌握 酒 店简介 的 文本 体 裁 、 更 有 效的 实 现国 际 间酒 店 和 顾 客 的 沟 通与交 流 ， 本 文 研究 了 60 篇 酒
4、 店简介 文 本 ， 其 中 30 篇 为 中国酒 店 的中 文 简 介 ， 30 篇 为 美国 酒 店 的 英文 简 介。 本 研 究 从三 个 方面 的 问 题 对其 进 行分 析 ： 1.中 美 酒 店 简 介 文本 各 自的 体 裁结 构 是什 么 样的 ？ 2.中 美 酒店 简 介文 本 的体 裁 结构 是 否 一 样 ， 如 果 不一样 ， 存在哪 些 差异 ？ 3.如 有 差异， 中 美各自 文 化对 这 些差异 的 影 响 是怎 样 的 ？ 本研究的理论框架是综合运用 Hasan (1989)， Bhatia (1993)， Nwogn (1997)等提 出的体裁分析模式，对所
5、收集到的 60 篇文本进行了体裁结构分析，得出了中美酒 店 简介文本的体裁结构，并对他们进行对比分析。研究结果表明：在中美酒店简 介文 本体裁中一共有六个语步：欢迎语、酒店描述、建立资信、服务设施、呼唤 行动、 联系方式。中国酒店简介文本包括全部六个语步，其中必有语步为：酒店 描述、建 立资信、服务设施和呼唤行动，可有语步为欢迎语和联系方式。美国酒 店简介文本 涉及到五个语步：欢迎语、酒店描述、建立资信、服务设施、呼唤行 动。其中必有 语步为酒店描述、服务设施和呼唤行动，可有语步为欢迎语和建立 资信。 中 美 两 国 不 同 的 文 化 背 景 对 酒 店 简 介 的 体 裁 结 构 产 生
6、影 响 。 本 研 究 依 据 Hofstede(1991)和 Hall(1976) 的文化理论对导致体裁结构差异的文化因素进行了分 析。例如，建立资信语步在中国酒店简介文本中属于必有语步而在美国酒店简介 中 为可有语步，这是由 f 中国和美国在权利距离文化维度方面的差异造成的。 通过研究中美酒店简介文本的体裁结构，并从文化角度对中美酒店简介文本 体 裁结构的差异进行分析，便于更好的构建这一体裁的语篇结构。本研究为中美 酒店网站中的酒店简介文本的建设具有重要的指导意义，有助于该文本更好地实 现 其交际目的。本研究结果还对专门用途英语教学及写作具有很高的参考价值。 关键词：酒店简介，体裁分析，语
7、步结构，文化 HI ABSTRACT The economy of China develops fast since the policy of reform and opening up. It has become the second largest economy in the world. Meanwhile, various kinds of communications with foreign countries become more frequent, such as economic cooperation, cultural communications, touri
8、sm and other activities. These kinds of communication would promote the development of tertiary industry. The hotel industry is developing during these activities of communication. The people need to know some information before they decide which hotel to stay. Internet makes hotels have a platform
9、to communicate with the customers especially for the foreign potential customers. The website of the hotel is necessary and hotel introduction is essential. The people would get general information of the hotel by reading the hotel introduction. An effective hotel introduction would give a good impr
10、ession to the customer and help the hotel set a good profile. In order to understand the genre structures of hotel introduction and promote the communication between hotels and the potential customers, this paper studies the genre structures of 60 hotel introductions. Among them, 30 samples of Chine
11、se hotel introduction are from Chinese hotel and 30 samples of English hotel introduction are from the American hotel. This paper conducts the research in the following three aspects: 1. What are the genre structures of American and Chinese hotel introduction? 2. Are there any differences between ge
12、nre structures of American and Chinese hotel introduction? If yes, what are the differences? 3. If there are differences, how do the differences of culture between America and China influence the differences of genre structures? The framework for this study comprehensively applies the theory of Hasa
13、n (1989), Bhatia (1993) and Nwogn (1997). After analyzing the genre structures of 60 samples, the author identifies the move structures of American and Chinese hotel introductions. Comparing the move structures of American hotel introductions with Chinese hotel introductions, this study aims to find
14、 the differences between them. The results show that there are 5 moves in American hotel introductions: Salutation, Describing the hotel, Establishing credentials, Detailing the offer and Soliciting response. Among them, the obligatory moves are Describing the hotel, Detailing the offer and Soliciti
15、ng response and the optional moves are Salutation and Establishing credentials. There are 6 moves IV in Chinese hotel introductions: Salutation, Describing the hotel, Establishing credentials, Detailing the offer, Soliciting response and Contact information. Among them, the moves of Describing the h
16、otel, Establishing credentials, Detailing the offer and Soliciting response are obligatory and the moves of Salutation and Contact information are optional. The results also show that the cultural differences between America and China influence the genre structures of their hotel introduction. The p
17、aper uses the culture theory of Hofstede (1991) and Hall (1976) to explore the differences. For instance, China is a high power distance country and America is a low power distance country. The move Establishing credentials is obligatory for Chinese hotel introductions and optional for American hote
18、l introductions. The research of the genre structures of American and Chinese hotel introductions and comparison between them from cultural perspective would be useful and helpful for the construction of hotel introductions. The study plays a reference role for people in writing hotel introduction f
19、or both American and Chinese hotel. The research findings provide the first-hand materials for the ESP teaching of hotel introduction. Keywords: Hotel introduction, Genre analysis, Move structure, Culture V TABLE OF CONTENTS .i ABSTRACT.HI CHAPTER ONE INTRODUCTION i 1.1 RESEARCH BACKGROUND .1 1.2 PU
20、RPOSE AND SIGNIFICANCE .2 1.3 ORGANIZATION .3 CHAPTER TWO LITERATURE REVIEW 4 2.1.1 DEFINITIONS OF KEY TERMS .4 3.1 Genre4 3.2 Move 5 3.3 Strategy .7 2.1.2 GENRE ANALYSIS .7 4.3 The development of genre analysis .7 4.4 Three traditions of genre analysis .8 4.4 CULTURE DIMENSION .13 4.4 Hofstede 抯 va
21、lue dimensions .13 V 4.2 COMPARATIVE ANALYSIS OF MOVE STRUCTURES OF AMERICAN AND CHINESE HOTEL INTRODUCTIONS . 29 2.1 Move 1 Salutation . 29 2.2 Move 2 Describing the hotel . 30 2.3 Move 3 Establishing credentials . 33 2.4 Move 4 Detailing the offer . 36 2.5 Move 5 Soliciting response . 39 2.6 Move
22、6 Contact information . 41 1) THE GSPOF AMERICAN AND CHINESE HOTEL INTRODUCTIONS . 41 2) SUMMARY . 42 CHAPTER FIVE CONCLUSION AND IMPLICATION 44 2.2.2.1. MAJOR FINDINGS . 44 Chapter One Introduction Hotels are increasingly taking advantage of internet as a marketing tool to provide direct contact wi
23、th customers. Following Jeong and Lambert (2001), the Internet plays an important role in mediating between customers and hotel companies as a channel for information acquisition and business transactions. On the hotel website, introduction is a necessary part that the customers would read. It plays
24、 an important role in informing information and giving a good impression to the customers. 3.1 Research background With rapid development of the economy of China in more than 30 years, China has become the second largest economy in the world. The communication in various fields between China and abr
25、oad becomes increasingly frequent. According to the statistics from the National Tourism Administration of China, among the western countries, America possesses the biggest number visiting China in 2009. Among these Americans, 24.7% come to China for doing business and attending conferences, 58.3% c
26、ome for sightseeing, 0.1% come to visit friends and relatives, 4.9% come to work, and 12% come to China for other reasons. Most of them relate to one common issue: accommodation. This is a big benefit for the development of hotel industry, especially for the Star-rated hotels because the foreign cus
27、tomers probably would choose better hotels. It is also a challenge for them because of the communication problems which are caused by different cultures and languages. It is known that people will search and know some related information before they decide which hotel to stay. For the potential cust
28、omers who have an immense physical distance like in different countries, they would resort to internet to find the information of the hotel. Functioning as a window, the hotel introduction plays an important role in introducing the hotel. It gives the reader a general introduction of the hotel. An e
29、ffective hotel introduction is a major contributor towards the first impression customers will have and is also a great opportunity to gain their trust. Currently, hotels pay more attention to the website construction, some of them also set up the foreign language website. Most of Chinese hotels pro
30、vide both of Chinese and English introductions. However, the English introduction is almost the literal translation of the Chinese. It canH achieve its idealistic effect as the native language. 2 When organizing the foreign language introduction, people should consider the cultural elements apart fr
31、om language. According to Levine (1993), culture is like an iceberg, most of it is hidden under water, and so much of the influence of culture can not be seen easily. The difficulties in cross-cultural communication are not always caused by the part above the water but by the hidden part. The values
32、, beliefs, perceptions belong to the hidden part which are not easily comprehended. The development of new technologies has resulted in the emergence of new kinds of academic genres and discourses, but the impact of these developments on EAP (English for academic purpose) has been given relatively l
33、ittle attention (Swales, 2004). So far, it is rare for the study of hotel introduction. This paper is a comparative study on American and Chinese hotel introduction. Based on the theory of genre analysis, it attempts to identify the genre structures of American and Chinese hotel introduction and com
34、pare them from the cultural perspective. 3.2 Purpose and significance According to Kaplan 抯 study (2001), the different language and culture have different rhetorical systems to state themselves in different means of organizing ideas. The culture differences between America and China make the hotel
35、introduction comparable. So far, there are few studies about hotel introduction, let alone the comparative study. There is no research using genre theory to analyze and compare American and Chinese hotel introduction. This paper is a comparative study on American and Chinese hotel introductions. Bas
36、ed on the theory of genre analysis, it aims to identify the genre structures of American and Chinese hotel introduction. The GSP model for the American and Chinese hotel introduction is worked out. The differences would be found through comparing the genre structures of American and Chinese hotel in
37、troduction. It attempts to analyze the reason for the differences from the cultural aspects. The present study has great practical and pedagogical significances: Firstly, the present study applies the genre theory to analyze the genre structures of American and Chinese hotel introduction. It enriche
38、s the application of genre theory into hotel introduction. This proves that genre analysis can be applied to much broader fields. Secondly, the research results play a reference role for people in writing both American and Chinese hotel introductions. It will guide the hotel to organize an 3 effecti
39、ve introduction which can be accepted easily by the target reader. Thirdly, the results would be the first-hand materials for the ESP (English for Specific Purpose) teaching. The teaching and writing of this genre can be facilitated. 3.3 Organization The study is composed of five parts: introduction
40、, literature review, methodology, results and discussion, conclusion. Chapter one gives a general introduction of the whole study, including the research background, purpose and significance of this study. Chapter two provides a review of research literature about genre analysis at home and abroad.
41、It presents the definitions of genre, move and strategy and the current study situation about hotel introduction etc. It also introduces some classical genre analysis models in order to set up the theoretical framework for this study. And the theory of cultural pattern is offered. Chapter three describes the research method and data collection procedure and principles. Chapter four is about the results of the