Abstract
Three experiments were conducted in China based on the theory of optimal viewing position effect. We designed 12 tourism brand logos with either the image on the left and the text on the right or the text on the left and the image on the right as stimuli. Participants were students from a Chinese university ( = 120 per experiment), who completed the between-subjects design tests. Consumers had more positive attitudes toward tourist destinations when viewing a logo with the combined horizontal form of image left and text right. Information processing fluency mediated this process. Furthermore, personal need for structure moderated the influence of the horizontal alignment of images and text in tourism logos on people's attitude toward tourist destinations. Our findings can improve tourists' perception of tourist destinations and assist the industry in improving marketing strategies related to tourism logos.
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