【论文信息】

Deng X, Huang J Y. How logo spacing conveys service pace in tourism[J]. Annals of Tourism Research(JCR Q1, SSCI 1区TOP期刊). 2026, 119: 104205. 

DOI: https://doi.org/10.1016/j.annals.2026.104205.

【作者信息】

通讯作者：黄靖雅，博士，讲师，研究方向：消费者行为

【基金支持】

National Natural Science Foundation of China (Grant No. 72202142); Chongqing Social Science Planning Project (Grant No. 2025BS065); Science and Technology Research Program of Chongqing Municipal Education Commission (Grant No. KJQN202400848); The Scientific Research Launching Project for High-level Talents of Chongqing Technology and Business University (Grant No. 2455018).

【论文摘要】

Building on Conceptual Metaphor Theory, this research examines whether spatial properties in brand logos shape consumers' temporal perceptions. We propose that interstitial space in logos (compact vs. spacious) metaphorically conveys service pace (fast vs. slow), reflecting a space-time mapping rather than semantic activation. Across six between-subjects experiments conducted in USA, UK, and China, and across diverse tourism sectors (transportation, catering, hospitality), we demonstrate that logo spacing influences perceived service pace via perceived time affluence, affects consumer evaluations and preferences through spatial-temporal congruence, and is moderated by sensitivity to time waste. By integrating visual design, embodied cognition, and service research, this study reveals how subtle logo features communicate abstract temporal meanings in tourism and hospitality services.