This paper will discuss a source of cultural misunderstandings, although long known, but still underestimated in its negative consequences. It is a worldwide observed phenomenon in the tourism sector that stakeholders and local organizers think they can do without quality in translations. But in an area like the tourism industry, which is subject to market principles, linguistic products in large extent serve for marketing and customer acquisition and thus have a big impact on business success or failure. Consequently, the translated texts have to be treated with the same care as the original version. Here is to apply the principle: no translation is better than a bad one. For it is a myth to believe that most of the readers are interpreting mistranslations as amusing or loveable. Poorly written texts are a torture for every reader, which lead to irritation, contempt and denial to consume. And in the context of intercultural communication, this simply means misunderstanding and prejudice. In this sense, we will also have a look at the influence of customer feedback in times of internet, globalization and social networking.
