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How logo spacing conveys service pace in tourism

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  • Deng, Xun
  • Huang, Jingya

Abstract

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.

Suggested Citation

  • Deng, Xun & Huang, Jingya, 2026. "How logo spacing conveys service pace in tourism," Annals of Tourism Research, Elsevier, vol. 119(C).
    • Handle: RePEc:eee:anture:v:119:y:2026:i:c:s0160738326000903
    DOI: 10.1016/j.annals.2026.104205
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