How logo spacing conveys service pace in tourism
基于概念隐喻理论，通过六项实验（美国、英国、中国）发现，旅游品牌标志中字母间距的疏密会隐喻性地传达服务节奏的快慢，影响消费者对服务速度的感知和偏好。
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.