Monica Adele Breiby

• Breiby, Monica Adele; Elvekrok, Ingunn & Slåtten, Terje (2026). Conclusion and What is Next? In Breiby, Monica Adele; Elvekrok, Ingunn & Slåtten, Terje (Ed.), Services, Experiences, and Sustainability. Routledge. ISSN 9781003477839. p. 256–262. doi: 10.4324/9781003477839-22. Full text in Research Archive Show summary

  The findings from the book illustrate that sustainability in services is shaped by translation functions – political, legitimising, interpretive, and instrumental – guided by organisational context. Multisensory design enhances memorable, eco-friendly experiences. Innovative employee behaviour fosters economic sustainability. Emotional and digital dynamics influence tourist behaviour: collaborative strategies and co-created content support resilient, sustainable tourism and event experiences across diverse sectors. The book also presents a strategic model for sustainable festival management, emphasising stakeholder expectations across economic, environmental, and social pillars. It explores Brand Relationship Quality (BRQ), themed experiences, and children’s engagement, linking design to sustainability. Future perspectives highlight transformative tourism, regenerative practices, and Key Performance Indicators (KPIs) for sociocultural and environmental revitalisation. The book suggests three key trajectories linking sustainability to competitive advantage, visual culture, and conceptual frameworks in service and experience-based industries. It argues for a two-sided perspective on sustainability as a strategic resource, rather than a cost. Visual communication and cultural representations are shown to shape stakeholder perceptions and authenticity in sustainable branding. Furthermore, the book highlights the importance of community-based and regenerative approaches to sustainable development, particularly in tourism. These paradigms emphasise local engagement, ecological renewal, and adaptive strategies. Future research should deepen empirical understanding of how sustainability can be leveraged for transformation and long-term value creation.

• Wistveen, Lena Dalheim; Breiby, Monica & Mei, Xiang Ying (2024). Destination and place: social sustainability and social innovation in second-home tourism. Scandinavian Journal of Hospitality and Tourism. ISSN 1502-2250. doi: 10.1080/15022250.2023.2299235. Full text in Research Archive Show summary

  Second homes are of great sociocultural importance in many countries, and their significance intensified during the COVID-19 pandemic when they acted as refuges in times of crisis. However, the growth and unsustainable impact of second-home tourism questions second-home tourism’s value for host communities and their residents, how it affects destination and place, and collaborative processes. After emphasizing economic and environmental aspects of sustainability in second-home tourism, attention is now directed to the inclusion of the social dimension in tourism and policies due to the implementation of the United Nations Sustainable Development Goals. This study investigated second-home tourism’s effects on a community and how social sustainability elements can drive innovation to fashion a destination and place for everyone involved, using the case of Øyer Municipality in Southeast Norway. By analyzing tourism strategy goals, political policies, and in-depth interviews, results revealed a gap between strategy goals and the informants’ perspectives, indicating that a lack of resident involvement in innovation processes and poor collaboration between stakeholders affect residents’ quality of life, visitor satisfaction, and destination development. However, economic aspirations and growth involved in second-home development continue to prevail.

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• Øian, Hogne & Breiby, Monica Adele (2026). IMPLICATIONS OF CLIMATE CHANGE FOR TOURISM EXPERIENCES IN NATURE. Routledge. ISBN 9781040506370. Full text in Research Archive
• Breiby, Monica Adele; Selvaag, Sofie Kjendlie; Lerfald, Merethe; Øian, Hogne; Ericsson, Birgitta & Moe, Windy Kester (2026). User-Genereated Content from Instagram and Sustainable Destination Image. Routledge. doi: 10.4324/9781003477839. Full text in Research Archive Show summary

  The rise of social media has made the destination image process more complex, reduced the extent of control for destination management and marketing organisations (DMMOs) and empowered the visitor. However, the role of social media platforms in co-creating destination images is under-researched. Exploring the visitors’ experiences expressed on Instagram is relevant to achieving the transition of sustainable destination development. Hence, this study aims to contribute new knowledge on how user-generated content from Instagram can enhance sustainable destination images analysed by sustainable experience dimensions. Findings from an empirical Instagram experiment for a destination in eastern Norway demonstrate the importance of combining sustainable experience dimensions with seasonal variations for meaningful individual experiences and enhancing the sustainable destination image. The Instagram posts are not merely selfies with nature and culture as a backdrop but reflect engaging in activities or just being in the mountain environments. DMMOs can promote destination images, routing traffic away from vulnerable areas and provide educational courses related to local traditions. Instagram posts reveal essential aspects to users, which can be used in future destination image processes to systematically pay attention to the user’s perception of the destination’s qualities and sustainable experience potential.

• Breiby, Monica Adele; Elvekrok, Ingunn & Slåtten, Terje (2026). Services, Experiences, and Sustainability. Routledge. ISBN 9781003477839. 288 p. doi: 10.4324/9781003477839. Full text in Research Archive Show summary

  This book explores the relationship between management, marketing, innovation, and sustainability within the service industries. Based on conceptual and empirical research, it examines how these elements can be integrated to enhance experiences. Contributions from leading researchers explore both the environmental and economic dimensions of sustainability as well as social sustainability and the co-creation of services with residents and societies in a variety of contexts and regions. The book provides multidisciplinary insights from marketing, management, economics, geography, strategy, and social anthropology, adopting a system approach of sustainability. This approach is reflected upon in the new geological epoch of the Anthropocene, providing insights on research initiatives associated with the responsible planning and management of services and experiences that promote sustainable behaviour. Services, Experiences, and Sustainability will inspire and encourage its readers to make a difference for the people, planet, and profit. The book will appeal to graduate students and researchers in the fields of service management, service marketing, innovation in services, tourism and event experiences, and sustainable management. The book will also prove helpful for policymakers, industry practitioners, government agencies (local, regional, national, and international), NGOs, and volunteers.

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• Breiby, Monica Adele; Elvekrok, Ingunn & Slåtten, Terje (2026). Introduction | 1 | Framing services, experiences, and sustainability |. In Breiby, Monica Adele; Elvekrok, Ingunn & Slåtten, Terje (Ed.), Services, Experiences, and Sustainability. Routledge. ISSN 9781003477839. p. 1–7. doi: 10.4324/9781003477839-1. Full text in Research Archive Show summary

  This book explores how experiences and sustainability can be understood, developed, and managed within the service industries. Firstly, it introduces the

• Breiby, Monica Adele (2024). Home Exchange - Flere bytter bolig i ferien. [TV]. NRK Innlandet. Full text in Research Archive
• Breiby, Monica Adele (2024). Hysbytte blir stadig mer populært. [Internet]. NRK Innlandet . Full text in Research Archive
• Breiby, Monica Adele; Selvaag, Sofie Kjendlie; Lerfald, Merethe; Ericsson, Birgitta; Øian, Hogne & Moe, Windy kester (2024). Instagram as a tool for co-creating sustainable destination image in oudtoor recreation areas. Full text in Research Archive
• Wistveen, Lena Dalheim; Breiby, Monica Adele & Mei, Xiang Ying (2026). From Tourism Volume to Resident Value: Co-Creation to Achieve Social Sustainability in Rural Tourism Development. Universitet i Innlandet / University of Inland Norway. ISSN 9788283806205. Full text in Research Archive Show summary

  Tourism is widely regarded as a driver of rural development, yet its social impacts remain underexplored in both research and practice. While sustainability frameworks increasingly guide tourism planning, they often prioritize economic and environmental metrics, leaving the social dimension, particularly residents’ quality of life, poorly understood and inconsistently addressed. Understanding the social dimensions of tourism is crucial, as it shapes how tourism development affects local communities and provides an important basis for more contextsensitive tourism policy and planning. The overall goal of the thesis is twofold: first, to increase knowledge of the impact of tourism development on rural communities with a focus on overtourism, second-home tourism, and regenerative tourism; second, to explore how different governance approaches influence co-creation processes for social innovation and social sustainability. The study employs a qualitative, multi-method approach, including 29 interviews, 36 policy and planning documents, field observations, and secondary data. To explore how tourism impacts rural communities, the thesis draws on three distinct types of case studies: (1) Overtourism destinations, where excessive visitor numbers strain infrastructure and community well-being, as illustrated in Lofoten Islands and Geiranger, Norway, and Venice, Italy (2) second-home destinations, where seasonal residents and property development challenge local planning and social cohesion, as presented in the Norwegian rural municipalities of Øyer and Tinn (3) and a regenerative tourism destination, which emphasizes community empowerment, cultural revitalization, and long-term sustainability, as showcased by the small Māori community in the destination of Murupara, New Zealand. The thesis offers three main contributions to the research on sustainable rural tourism. First, it shows how tourism co-created, or co-destroys value through governance, stakeholder dynamics, and lived experience, with trust, inclusion, and collaboration emerging as critical elements. Second, it highlights governance as a dynamic process that shapes tourism outcomes, where inclusive governance fosters, and fragmented governance leads to exclusion and community strain. Third, the thesis calls for tourism planning and destination development to prioritize residents’ quality of life through context-sensitive, socially embedded tourism models, offering a transferable framework for policy and practice.

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