Xiang Ying Mei

• Mei, Xiang Ying; Ventzel, Caroline & Zachariassen, Ida (2025). Can fast fashion brands win over Gen Z with corporate social responsibility communication on Instagram by appealing to their emotions? Young Consumers. ISSN 1747-3616. 26(2), p. 227–246. doi: 10.1108/YC-02-2024-2005. Full text in Research Archive Show summary

  Purpose– This study aims to understand how Gen Z consumers perceive fashion brands’ corporate social responsibility (CSR) communication through emotional appeals on Instagram and how such perceptionaffectstheiroverall behaviour towards the brand. Design/methodology/approach– The study adopts a qualitative research approach through photoelicitation and 14 semi-structured in-depth interviews with members of Gen Z, using one of the world’s largest fast fashion brands, H&M,asthestudycontext. Findings– Itisincreasingly difficult to capturetheattention of Gen Z astheyhavebecomeimmunetothe typical CSR messages despite attempting to appeal to their emotions. This makes CSR communication alone challenging in influencing brand perception. However, behaviour towards the brand, such as purchase intention, is not necessarily dependent on whether consumers are convinced of the brand’s CSR activities, as greater value is placed on fast fashion’s price and availability. For Gen Z, such elements surpass their concern for sustainable fashion. Since more emphasis is placed on neutral endorsers due to their trustworthiness, CSR efforts may be disseminated through such third parties to achievedesired outcomes. Practical implications– Understanding consumers’ perceptions of the current CSR effort allows brand managers to reevaluate their CSR communication strategies to appeal to Gen Z and encourage positive brandbehaviour. Originality/value– Contrary to previous studies, which have focused on organisational outcomes, the study has in-depth explored consumers’ perception of CSR efforts on Instagram and the implications of suchperceptionsforlong-termbrandbuilding.

• Gössling, Stefan & Mei, Xiang Ying (2025). AI and sustainable tourism: an assessment of risks and opportunities for the SDGs. Current Issues in Tourism. ISSN 1368-3500. p. 1–14. doi: 10.1080/13683500.2025.2477142. Full text in Research Archive Show summary

  As AI applications begin to penetrate tourism, there is a growing need to better understand the opportunities and risks AI poses to the Sustainable Development Goals (SDGs). To address this, the paper combines a narrative review of the literature for the years 2019–2024 (n = 148 papers) with three targeted queries of ChatGPT, an advanced language model developed by OpenAI. Queries explore how AI is currently used in tourism, its future applications, and the risks associated with its use in achieving the SDGs. Findings suggest that most linkages highlighted in the academic literature are positive, speculative, generic, and optimistic. In comparison, the interrelationships highlighted by ChatGPT suggest greater complexity, ambiguity, contradictions, trade-offs, and effects across scales that have relevance for the individual SDGs. This paper is the first to provide a more systematic overview of AI and sustainable tourism interrelationships and lays out the connections between the various SDG dimensions that will be affected. This provides the groundwork for more targeted empirical research.

• Lantai, Terry; Hauge, Atle Jensen & Mei, Xiang Ying (2025). A Review of Immigrant Micro Enterprises (IMEs) in Labour- Intensive Industries: Characteristics, Innovation, and Contribution. In Perez-Uribe, Rafael; Ocampo-Guzman, David & Lozano-Correa, Luz Janeth (Ed.), Models, Strategies, and Tools for Competitive SMEs. IGI Global. ISSN 9798369340462. p. 1–24. doi: 10.4018/979-8-3693-4046-2.ch001. Full text in Research Archive Show summary

  While studies on immigrant enterprises are increasing, the smaller size and scale of such enterprises consisting of Immigrant Micro Enterprises (IMEs) in labour-intensive industries are still under-researched. This review paper provides an overview of scientific research consisting of journal articles on IMEs to understand the characteristics that influence innovation and business growth in the relevant industries. Findings are presented in a conceptual framework to set the precedence for future studies. IMEs experience additional difficulties than their native counterparts and those of larger sizes, including resource scarcity, language issues, lack of network, funding, government support, and local market knowledge. However, innovation in such enterprises is driven by the entrepreneurs' traits and characteristics, motivation, risk perception, non-economic capital, experience, and education level, impacting their business strategies and tool adaption. IMEs significantly contribute to the new home country, particularly rural regions, the local economy, and cultural diversity.

• 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.

• Lantai, Terry; Hauge, Atle Jensen & Mei, Xiang Ying (2024). Unravelling the Dynamics of Necessity-Driven Entrepreneurs (NDEs) and Opportunity-Driven Entrepreneurs (ODEs): A Study of Immigrant Micro Enterprises (IMEs) in the Hospitality Industry. Tourism and Hospitality. 5(4), p. 1083–1098. doi: 10.3390/tourhosp5040061. Full text in Research Archive Show summary

  The purpose of the study is to investigate the notion of Necessity-driven Entrepreneurs (NDEs) and Opportunity-driven Entrepreneurs (ODEs) among IME (Immigrant Micro Enterprise) owners in the hospitality industry and how changes in motivational traits influence business practices, innovation, and growth aspirations. In many geographical contexts, the ever-challenging hospitality industry is dominated by businesses that are immigrant-owned and of micro sizes that experience additional challenges compared to their native and large counterparts. Through qualitative research and interviews with 18 owners of restaurants and eateries in the IME category in eastern Norway, the study found that while NDE traits are dominant during start-ups, ODE traits also exist, revealing a dynamic relationship between the two and thus problematic to classify hospitality IMEs as either NDE or ODE. Experiences and close customer interactions rather than formal R&D activities inspire changes and innovations in business practices, growth aspirations, and perceptions of success. This study offers new insights into hospitality IME owners’ motivations and goals, which may be relevant in other similar industries and geographical contexts. It underscores the importance of understanding the interplay of NDE and ODE traits among IME owners and their impact on business success in the challenging industry in which they operate.

• Nath, Atanu; Saha, Parmita & Mei, Xiang Ying (2023). Extending the servicescape conceptualization: accounting for perceptions of crowding and risks under the pandemic. Consumer Behavior in Tourism and Hospitality (CBTH). ISSN 2752-6666. 18(3), p. 407–421. doi: 10.1108/CBTH-04-2022-0086. Full text in Research Archive Show summary

  Purpose Though many conceptual and empirical studies have been conducted on the servicescape, limited research has focused on how the COVID-19 pandemic has reshaped factors influencing the servicescape. This paper aims to propose an extension of Bitner’s original conceptualization, including pandemic-induced physical and social constraints on servicescape in the form of crowding, consumer risk perception during the crisis and their impact on consumers' and employees’ behavioral changes in retail and hospitality sectors. Design/methodology/approach This paper critically reviewed the past and emerging servicescape and risk literature. It then examines and delineates the concepts of crowding, density and associated risk perceptions to offer an extended servicescape framework. Alongside, scales were proposed to measure the constructs and guidelines given to conduct future empirical studies. Findings This paper discussed the major impact on servicescape during a pandemic situation, to what extent risk is perceived during consumption and the impact of crowding and store density on employee and customer behavioral responses. Research limitations/implications This paper principally contributes by explicitly including specific risk dimensions and crowding and proposes the scales to measure consumers’ understanding of pandemic-induced perceptions of risk, crowding and density within servicescapes for further empirical testing. Alongside this, the identification and concretization of different types of perceived risks under COVID-19 provide critical and useful marketing implications. Originality/value This study identifies relevant risk dimensions, proposes crowding as an independent construct apart from servicescape physicality and proposes relevant measures for empirical verification.

• Mei, Xiang Ying (2023). Chapter 12. Smart Tourism in Developing Smart Destinations: Cases from Borneo Island. In Mei, Xiang Ying (Eds.), Tourism and the Experience Economy in the Digital Era : Behaviours and Platforms. Routledge. ISSN 9781032372181. p. 172–186. doi: 10.4324/9781003335924-16. Full text in Research Archive Show summary

  This book brings together diverse theoretical perspectives and practical examples of the experience economy in developing and developed economies in tourism-related industries. It provides insights on ‘new’ experience development attributed to new technology and changes in consumer behaviour. It explores how digitalisation and new digital tools, smart solutions, smart applications, and social media platforms to frame and create unique and memorable experiences. It also focuses on the role of technology in changing consumer behaviour and motivations. Chapters are contributed by global academicians and industry practitioners with the goal to link theories to practical case studies and thought points throughout the chapters to trigger curiosity and critical thinking. This book provides insights on the development and trends in the tourism industry in the ‘new’ technology-driven experience economy. It will appeal to students, researchers and practitioners in the fields of tourism, the creative industries, business studies, cultural studies and leisure studies.

• Hole, Åse Storhaug; Mei, Xiang Ying; Engh, Bjørnar & Engen, Thor Håkon (2023). Self-Service Technologies (SSTs) and their Implications on Tourist Experiences. In Mei, Xiang Ying (Eds.), Tourism and the Experience Economy in the Digital Era : Behaviours and Platforms. Routledge. ISSN 9781032372181. p. 69–81. doi: 10.4324/9781003335924-7. Full text in Research Archive Show summary

  This book brings together diverse theoretical perspectives and practical examples of the experience economy in developing and developed economies in tourism-related industries. It provides insights on ‘new’ experience development attributed to new technology and changes in consumer behaviour. It explores how digitalisation and new digital tools, smart solutions, smart applications, and social media platforms to frame and create unique and memorable experiences. It also focuses on the role of technology in changing consumer behaviour and motivations. Chapters are contributed by global academicians and industry practitioners with the goal to link theories to practical case studies and thought points throughout the chapters to trigger curiosity and critical thinking. This book provides insights on the development and trends in the tourism industry in the ‘new’ technology-driven experience economy. It will appeal to students, researchers and practitioners in the fields of tourism, the creative industries, business studies, cultural studies and leisure studies.

• Mei, Xiang Ying (2022). The impact of Negative Online Reviews (NORs) on hospitality Micro Enterprise (ME) owners. Anatolia: An International Journal of Tourism and Hospitality Research. ISSN 1303-2917. doi: 10.1080/13032917.2022.2119592. Full text in Research Archive
• Mei, Xiang Ying & Slettli, Victoria Konovalenko (2022). Smart City (SC) initiative and urban development in rural region of Inland Norway: A link missing? In Pego, Ana (Eds.), Smart Cities, Citizen Welfare, and the Implementation of Sustainable Development Goals. IGI Global. ISSN 9781799877851. Full text in Research Archive Show summary

  This study investigates the nature of the interconnection between SC and urban development initiatives. A case of Hamar city is used to identify how SC initiatives is used to combat some of the key challenges faced by a smaller city and non-metropolitan region. In contrast to metropolitan areas, the Inland region with Hamar as its administrative centre is facing depopulation. A qualitative approach was applied including individual semi-structured and focus-group interviews. Despite an ambition of adopting SC and several SC projects that are up and running, the process is still at the early stages where many of its key stakeholders are unfamiliar with Hamar’s SC initiatives. Poor integration between ICT systems also creates certain challenges. It concludes that better integration and marketing effort should be directed at educating the public about the purpose and goal of SC. Moreover, as technology evolves, it is important to be cautious about issues concerning privacy while ensuring seamless integration and communication between the systems in order to become a true ‘smart’ effort.

• Mei, Xiang Ying; Brataas, Andrea & Stothers, Robin Alexander (2022). To engage or not: how does concern for personal brand impact consumers’ Social Media Engagement Behaviour (SMEB)? Journal of Strategic Marketing. ISSN 0965-254X. doi: 10.1080/0965254X.2022.2127854. Full text in Research Archive Show summary

  In the present society, people have become cautious about their online presence. By adopting a qualitative methodological approach, the study investigates consumers’ approach to SMEB (Social Media Engagement Behaviour). Through the lens of the personal branding construct, it is understood that people seek to create a satisfying presentation of the desired self. A further con-cern is to maintain the public’s perception of such an identity. Psychological experiences include the negative impact of self- disclosure, social phobia, and concerns for the brand of ‘me’. The fear is not being perceived correctly or being associated with con-troversial opinions in the eye of the target audience that they regard as important. Going beyond career advancement, the study contributes to understand how concerns for personal brand impact Gen Y’s SMEB. The findings assist commercial brands in gaining more knowledge of such consumer groups in terms of the future engagement process.

• Mei, Xiang Ying (2022). Understanding Sporting Event Bid Withdrawals: The Impact of Mass Media. In Ziakas, Vassilios (Eds.), Trends and Advances in Sport and Leisure Management: Expanding the Frontiers. Cambridge Scholars Publishing. ISSN 9781527585904. Full text in Research Archive
• Slettli, Victoria Konovalenko & Mei, Xiang Ying (2022). Cultural pursuits and farm entrepreneurship in Norway: embracing the aesthetics of peasant romanticism’. In Ratten, Vanessa (Eds.), Cultural entrepreneurship : New societal trends. Springer. ISSN 9789811927706. p. 39–51. doi: 10.1007/978-981-19-2771-3_4. Full text in Research Archive Show summary

  Due to changes in the economy and challenges in the agricultural sector, many farmers have turned to farm tourism entrepreneurship to sustain their operations. Peasant romanticism as a part of the national romanticism movement has played a significant role in the Norwegian cultural heritage. The two cases presented in the chapter illustrate how such interest in peasant romanticism has provided opportunities for historical farms to promote their unique history and culture in a merge of cultural and farm entrepreneurship. Hovinsholm Manor and Skafferiet Café through their focus on using local produce and culinary experiences, packaged into unique storytelling approaches, have become the most visited tourism experience sites in the region. In addition, Rudi Gård (Farm Rudi) with the farmer’s musical background, has managed to combine musical, cultural, and culinary elements into memorable experiences. Through these entrepreneurial efforts, tourism-related farms in Norway have managed to promote and preserve the national heritage and identity while sustaining their farm operation and legacy.

• Mei, Xiang Ying (2022). Marketing Luxury Experiences in an Emerging Luxury Destination of Norway. In Kotur, Anupama S. & Dixit, Saurabh Kumar (Ed.), The Emerald Handbook of Luxury Management for Hospitality and Tourism. Emerald Group Publishing Limited. ISSN 9781839829017. p. 145–161. Full text in Research Archive Show summary

  Many destinations are keen to be a part of the increasing and lucrative luxury tourism market. Before targeting luxury tourists in the marketing efforts, is it essential to understand the meaning of ‘luxury’ and what is considered exclusive? As an emerging luxury destination, Norway certainly offers many attributes that can satisfy the needs of luxury tourists. Marketing luxury provides, nevertheless, challenges for Norway as its main attraction is nature, which is fundamentally free and accessible to anyone. Thus, it is necessary to tailor-make unique nature experiences with luxurious products, resulting in exclusivity and once-in-a-lifetime experiences beyond the masses. Luxury tourists have also been advocated as more sustainable than mass tourists as addition to the issue of carrying capacity; many are also concerned with responsible tourism. Specialist travel agents play an important role in the marketing process as they have first-hand knowledge of luxury tourists as well as acting as guardians of information communicated in marketing. In addition to mainland Norway, the Svalbard islands in the Arctic region may be considered as truly unique and exclusive destinations. While sustainable development is a major concern in Norwegian tourism in general, it is even more vital in the Arctic regions. Therefore, marketing needs to provide a balanced picture of the attractions and attributes in order to become a luxury destination that is sustainable in the long run.

• Mei, Xiang Ying & Slettli, Victoria Konovalenko (2021). Exploring the Relationship between Smart Specialization Strategy (S3) and Smart City (SC) Initiatives in the Context of Inland Norway. In Gancarczyk, Marta; Ujwary-Gil, Anna & Gonzalez-Lopez, Manuel (Ed.), Partnerships for Regional Innovation and Development: Implementing Smart Specialization in Europe. Routledge. ISSN 9780367352646. p. 137–162. Full text in Research Archive Show summary

  This monograph presents the experience in the implementation of smart specialization strategies (S3) from multilevel policy governance, as well as from the bottom-up perspectives of firms, clusters, and networks in selected European countries. The presented research focuses on relevance and feasibility of the S3 adoption, emphasizing the importance of linking policy considerations with partnerships at lower governance levels. The major contribution of the presented research rests in theoretical implications and practical recommendations relevant for the implementation of regional S3 in the European context, with the possibility of place-based adoption in other environments. The book is also valuable for synthesizing the most recent advancements in smart specialization as a policy concept and the concept of transformation and growth for territorial units and economic entities. This book aims to further diffuse and expand the academic community’s learning of the new S3 approach in Europe and beyond. The book will be of interest and useful to the academic community of researchers and doctoral students focused on regional innovation development and related policy, as well as on entrepreneurship, networks, and clusters. Public sector professionals dealing with regional development, regional innovation policies, and industrial transformation will also benefit from its content.

• Mei, Xiang Ying; Aas, Endre & Eide, Ove (2020). Applying the servicescape model to understand student experiences of a Norwegian academic library. Library & Information Science Research. ISSN 0740-8188. 42(4). doi: 10.1016/j.lisr.2020.101051. Full text in Research Archive Show summary

  The servicescape model from the marketing discipline was adapted to understand students' library usage and experiences of academic library as a learning space. With a qualitative and explorative approach, it was discovered that the servicescape has great influence on student users when the physical environment triggers certain responses and behaviours. Physical workspace discomfort and disturbance from other students, lead to negative cognitive perceptions, which in turn cause negative emotional responses that impact students' learning experiences. Students' behaviour and experience of the library facilities are also influenced by whether the library can accommodate their various needs throughout the study progression. Additionally, the purpose of library usage is much affected by the structure of the library and proximity to other social facilities. The findings also indicate that a workspace with effective and flexible seating solutions contribute to approach behaviour. As the model goes beyond the physical facilities alone, further understanding of various user responses triggered by the interplay between the built and social environment is gained. Such knowledge contributes to improve library facilities and for libraries to remain important as effective and relevant learning space.

• Mei, Xiang Ying (2020). Co-Creation of Tourism Experience through Service Dominant Logic. In Dixit, Saurabh Kumar (Eds.), The Routledge Handbook of Tourism Experience Management and Marketing. Routledge. ISSN 9780367196783. Full text in Research Archive
• Mei, Xiang Ying; Relling, Erling Kristoffer Lippert & Bagaas, Ingrid (2019). Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook. In Loureiro, Sandra Maria Correia & Kaufmann, Hans Ruediger (Ed.), Exploring the Power of Electronic Word-of-Mouth in the Services Industry. IGI Global. ISSN 9781522585756. p. 49–68. doi: 10.4018/978-1-5225-8575-6.ch004. Full text in Research Archive
• Mei, Xiang Ying (2019). Marketing destinations through gastronomy: Nordic perspectives. In Dixit, Saurabh Kumar (Eds.), The Routledge Handbook of Gastronomic Tourism. Routledge. ISSN 9781138551558. p. 79–88. doi: 10.4324/9781315147628-10. Full text in Research Archive
• Mei, Xiang Ying; Aas, Endre & Medgard, Magnhild (2019). Teachers’ use of digital learning tool for teaching in higher education; Exploring teaching practice and sharing culture. Journal of Applied Research in Higher Education. ISSN 2050-7003. doi: 10.1108/JARHE-10-2018-0202. Full text in Research Archive Show summary

  Purpose – The purpose of this paper is to explore teachers’ use of digital learning tools for teaching in higher education. Moreover, it investigates how the use of digital tools affects educational practices and how teachers experience the culture of sharing among colleagues and within the organisation. Design/methodology/approach – A qualitative methodology was chosen, and semi-structured interviews were conducted with teachers at a higher education institution in Norway. The study uses the TPACK-framework, which illustrates the relationship between technology, professional content knowledge and pedagogical approaches as its theoretical foundation. Findings – The findings conclude that teachers are concerned with the convergence of how technology and digital learning tools can support educational processes by engaging and involving the students. The findings further indicate that they are committed to using digital tools to motivate, engage and facilitate student-based education, which in turn leads to more reflection on teachers’ own teaching practices. Based on the theory of Professional Learning Communities, the respondents agree that sharing is a basic prerequisite for a learning organisation. They experience, however, that sharing between colleagues is easier in formal forums than at informal settings. Originality/value – The rapid development of technology suggests that many sectors including the education sector must adapt to the new changes in their teaching practices. Nevertheless, many teachers merely use the basic form of digital learning tools to distribute the teaching materials, as such tools are less utilised to support students’ learning process (Fossland, 2015). The research indicates that digital learning tools have positive effect on teaching practices and that they can function as tools to improve the teachers’ own teaching practices. Positive teaching practices should also be shared in a learning organisation to improve teaching practices on an organisational level. Hence, sharing at a professional level can impact learning and the organisational culture in academic institutions.

• Ndlela, Martin Nkosi; Hole, Åse Storhaug; Slettli, Viktoriia Konovalenko; Haave, Hanne Marit; Mei, Xiang Ying & Lundesgaard, Daniela D [Show all 9 contributors for this article] (2019). Facilitation of learning in Transformative Learning Circles: Enabling entrepreneurial mindsets through co-creation of knowledge. In Higgins, David; Jones, Paul & Mcgowan, Pauric (Ed.), Creating Entrepreneurial Space: Talking Through Multi-Voices, Reflections on Emerging Debates Vol: 9, Part B. Emerald publishing limited. ISSN 9781787695788. p. 73–93. doi: 10.1108/S2040-72462019000009B005. Full text in Research Archive Show summary

  The need for developing new entrepreneurial ways of thinking and acting has been in the agenda for OECD and EU countries. In line with their agenda, the Nordic Council of Ministers has been preoccupied with the development of entrepreneurial mindsets among the adult population. Seeking to meet the urgent need for developing entrepreneurial thinking, the Nordic Network for Adult Learning, together with the Nordic Council of Ministers, have elaborated and tested a Scandinavian model for stimulating entrepreneurial mindsets through Transformative Learning Circles (TLC). Based on the study of the TCL pilot project, this chapter explores the process of facilitation of entrepreneurial learning. The literature on entrepreneurial learning and education emphasises on the importance of facilitation, however this issue is yet to be been addressed in-depth. This chapter seeks to fill in this gap and contribute to our understanding of the role that facilitators play in the entrepreneurial and transformative learning processes. Drawing on the social constructionist approach to learning, this chapter discusses how facilitators and learners (entrepreneurs) become co-creators of knowledge and learning experiences. Keywords: entrepreneurial mindset, entrepreneurial learning, facilitation, knowledge co-creation, transformative learning

• Mei, Xiang Ying; Hågensen, Ann-Margret Sørli & Kristiansen, Heidi Støa (2018). Storytelling through experiencescape: Creating unique stories and extraordinary experiences in farm tourism. Tourism and Hospitality Research. ISSN 1467-3584. doi: 10.1177/1467358418813410. Full text in Research Archive
• Mei, Xiang Ying & Lantai, Terry (2018). Understanding travel constraints: An exploratory study of Mainland Chinese International Students (MCIS) in Norway. Tourism Management Perspectives. ISSN 2211-9736. 28. doi: 10.1016/j.tmp.2018.07.003. Full text in Research Archive
• Mei, Xiang Ying; Bagaas, Ingrid & Relling, Erling Kristoffer Lippert (2018). Customer complaint behaviour (CCB) in the retail sector: why do customers voice their complaints on Facebook? International Review of Retail Distribution & Consumer Research. ISSN 0959-3969. p. 1–16. doi: 10.1080/09593969.2018.1556179. Full text in Research Archive Show summary

  With the increasing usage of platforms such as Facebook, understanding customer complaint behaviour (CCB) in the context of the social media is imperative for any businesses. Of the two billion users on Facebook, more than half of its users have shared their product related experiences with others on the platform. This paper aims to explore CCB in the context of social media in regards to customers’ unfavourable buying experiences in the retail sector. A qualitative research approach and 12 in-depth interviews were conducted. The findings indicate that the respondents’ initial contact with the retailer directly resulted in service recovery failures and undesirable outcomes. Such double deviation then leads to frustration and uncertainty of the situation, which furthermore led to the respondents’ need to voice their complaint by sharing their unfavourable experiences on Facebook. The main reasons for the respondents to voice their complaints on the platform is to vent frustration, to share their unfavourable experiences, a need to be seen, understood and respected, to seek revenge by damaging the retailer’s reputation as well as offering the retailer a chance to improve. A proper way to manage complaints, in which frontline employees can solve the problem before the customers feel the need to turn to the social media, is crucial. However, once the complaints are voiced on Facebook, it is imperative to respond to the complaints and acknowledge the problem rather than ignoring the situation.

• Mei, Xiang Ying (2017). Gaps in tourism education and workforce needs: attracting and educating the right people. Current Issues in Tourism. ISSN 1368-3500. p. 1–5. doi: 10.1080/13683500.2017.1402870. Full text in Research Archive Show summary

  The intense development of the tourism industry requires a skilled and qualified workforce. It is important to attract the right candidates to the tourism education, and subsequently provide relevant education to prepare students for the industry after graduation. While work placements may be useful and important to some extent, they are not the ideal solution. Hence, alternative approaches such as simulations and flipped classrooms may be applied. To provide realistic expectations, a closer collaboration between industry operators and education providers is needed. Education providers should assume a more proactive role by inviting tourism operators and integrated them in the tourism education programs as guest lecturers.

• Lantai, Terry & Mei, Xiang Ying (2017). Travel behaviour of Mainland Chinese international students in Norway. Anatolia: An International Journal of Tourism and Hospitality Research. ISSN 1303-2917. 28(3), p. 394–403. doi: 10.1080/13032917.2017.1327872. Full text in Research Archive Show summary

  Mainland Chinese International Students (MCIS) were chosen for this study due to the growing and increasing market of both MCIS and Chinese tourists in Norway. A qualitative methodology approach was employed and semi-structured interviews were conducted. Contradictions with previous findings, the choice to travel alone or in small groups is due to more freedom and reducing hassle of conflicting ideas, travelling by plane is due to convenience and price as well as choosing cheap and budget accommodation such as Airbnb because of price but also because the respondents value other additional services. It can be argued that travel behaviour and choices are depended on the study destination, its infrastructure and facilities rather than the respondents’ status as international students.

• Mei, Xiang Ying; Lerfald, Merethe & Bråtå, Hans Olav (2017). Networking and collaboration between tourism and agriculture: food tourism experiences along the National Tourist Routes of Norway. Scandinavian Journal of Hospitality and Tourism. ISSN 1502-2250. 17(1), p. 59–75. doi: 10.1080/15022250.2016.1262514. Full text in Research Archive Show summary

  Food and culinary routes have been embraced by many destinations (Hjalager & Corigliano, 2000). However, these routes often include narrow geographical areas. The purpose of this study was to identify the challenges and possibilities of networking and collaboration in a food tourism project in a larger geographic area, specifically the Taste of National Tourist Routes (TNTR) in Norway. Although contacts among business operators and participants have been established, different priorities and dissatisfaction among participants suggest that building relationships and sharing knowledge as part of networking and collaboration is difficult. A lack of willingness, involvement and trust are critical factors that affect the success of a well-intentioned network-based food tourism project. Additionally, internal conflicts between government ministries and agencies may also impede the success of a project of this scale. Nevertheless, the outcomes are not solely negative, as the establishment of initial contacts may eventually lead to formal collaborative opportunities and food tourism developments in the future.

• Mei, Xiang Ying (2014). Revisiting the role of incoming tour operators (ITOs): Initial findings from Eastern Norway. European Journal of Tourism Research. ISSN 1994-7658. 8(1), p. 148–156. Full text in Research Archive
• Mei, Xiang Ying (2014). Boring and expensive: The challenge of developing experience-based tourism in the Inland region, Norway. Tourism Management Perspectives. ISSN 2211-9736. 12, p. 71–80. doi: 10.1016/j.tmp.2014.09.003. Full text in Research Archive
• Mei, Xiang Ying; Arcodia, Charles & Ruhanen, Lisa (2013). Innovation and collaboration: the role of the national government in Norway. Tourism Analysis. ISSN 1083-5423. 18(5), p. 519–531. doi: 10.3727/108354213X13782245307713. Full text in Research Archive
• Mei, Xiang Ying; Arcodia, Charles & Ruhanen, Lisa (2013). The national government as the facilitator of tourism innovation: evidence from Norway. Current Issues in Tourism. ISSN 1368-3500. 18(12), p. 1172–1191. doi: 10.1080/13683500.2013.822477. Full text in Research Archive
• Mei, Xiang Ying; Arcodia, Charles & Ruhanen, Lisa (2012). Towards Tourism Innovation: A critical review of public policies at the national level. Tourism Management Perspectives. ISSN 2211-9736. 4, p. 92–105. doi: 10.1016/j.tmp.2012.05.002. Full text in Research Archive

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• Mei, Xiang Ying (2023). Tourism and the Experience Economy in the Digital Era : Behaviours and Platforms. Routledge. ISBN 9781032372181. 264 p. Full text in Research Archive Show summary

  This book brings together diverse theoretical perspectives and practical examples of the experience economy in developing and developed economies in tourism-related industries. It provides insights on ‘new’ experience development attributed to new technology and changes in consumer behaviour. It explores how digitalisation and new digital tools, smart solutions, smart applications, and social media platforms to frame and create unique and memorable experiences. It also focuses on the role of technology in changing consumer behaviour and motivations. Chapters are contributed by global academicians and industry practitioners with the goal to link theories to practical case studies and thought points throughout the chapters to trigger curiosity and critical thinking. This book provides insights on the development and trends in the tourism industry in the ‘new’ technology-driven experience economy. It will appeal to students, researchers and practitioners in the fields of tourism, the creative industries, business studies, cultural studies and leisure studies.

View all works in NVA

• Lantai, Terry & Mei, Xiang Ying (2024). Social sustainability and vibrant regions. Full text in Research Archive
• Mei, Xiang Ying & Lantai, Terry (2024). AI, Blessing or Curse for Tourism and Hospitality Micro Enterprises: Insights through the Eyes of Lean Entrepreneurship Theory. Full text in Research Archive
• Mei, Xiang Ying; Lantai, Terry; Bernes, Beate Marholm & Bentsen, Kjetil (2023). Towards Regenerative Development: Roles and Perspectives of Tourism Providers in Norway. Full text in Research Archive
• Breiby, Monica Adele & Mei, Xiang Ying (2023). Innovasjon i bærekraftig og opplevelsesbasert reiseliv. In Hauge, Atle Jensen; Røhnebæk, Maria & Myklebø, Sigrid (Ed.), Innovasjon: En innføring. Cappelen Damm Akademisk. ISSN 9788202733599. Full text in Research Archive Show summary

  Hva er innovasjon? Hvordan kan vi forstå og studere dette fenomenet? Boka viser hvordan innovasjon kan beskrives og forstås fra ulike perspektiver. Boka har tre deler som tar for seg hvordan innovasjon kan forstås på systemnivå organisasjonsnivå praktisk nivå Kapitlene formidler kunnskap om innovasjon på en lettfattelig måte og bruker rikelig med eksempler fra ulike bransjer og sektorer. Forfatterne viser at innovasjon kan studeres i ulike settinger, i ulike faser og på ulike nivåer, og leseren får innblikk i innovasjon som et stort og sammensatt fagområde. Mens innovasjon gjerne forbindes med verdiskaping og fremskritt, er det i dag økende oppmerksomhet om problematiske aspekter, særlig i forbindelse med bærekraft. Dette tematiseres i mange av bokas kapitler, og gir et mer nyansert bilde enn det som har dominert litteraturen hittil. Boka er ment som en innføring i innovasjon til bruk på bachelor- og masterkurs. Målgruppen for boka er studenter innen økonomi-, organisasjon- og ledelsesfag, aktører innen nærings- og samfunnsliv, og andre lesere med interesse for innovasjon.

• Mei, Xiang Ying (2023). Introduction: Encapsulating Experiences in the Experience Economy. In Mei, Xiang Ying (Eds.), Tourism and the Experience Economy in the Digital Era : Behaviours and Platforms. Routledge. ISSN 9781032372181. p. 1–6. doi: 10.4324/9781003335924-1. Full text in Research Archive Show summary

  This book brings together diverse theoretical perspectives and practical examples of the experience economy in developing and developed economies in tourism-related industries. It provides insights on ‘new’ experience development attributed to new technology and changes in consumer behaviour. It explores how digitalisation and new digital tools, smart solutions, smart applications, and social media platforms to frame and create unique and memorable experiences. It also focuses on the role of technology in changing consumer behaviour and motivations. Chapters are contributed by global academicians and industry practitioners with the goal to link theories to practical case studies and thought points throughout the chapters to trigger curiosity and critical thinking. This book provides insights on the development and trends in the tourism industry in the ‘new’ technology-driven experience economy. It will appeal to students, researchers and practitioners in the fields of tourism, the creative industries, business studies, cultural studies and leisure studies.

• Mei, Xiang Ying (2022). Deviant Behaviour. In Buhalis, Dimitrios (Eds.), Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing. ISSN 9781800377479. p. 914–917. doi: 10.4337/9781800377486.deviant.behaviour. Full text in Research Archive Show summary

  Deviant behaviour in the tourism industry is disruptive behaviour that can be displayed by both tourists and employees of tourism businesses. Generally, deviant behaviour can be explained as voluntary behaviour that violates the normative rules and expectations of what is acceptable in the society. Such behaviour may also breach the law or regulations to disturb the generally accepted norms of conduct (Fullerton & Punj, 1997). Both deviant customer behaviour (DCB) and deviant employee behaviour (DEB) or deviant workplace behaviour (DWB) can have significant impacts on the business operations, the wider community, and the tourism industry as a whole. Destructive, unsafe, and unsustainable behaviour that exist among some tourists lead to significant impact on tourism businesses and employees that seek to manage such behaviour (Pearce, 2019). As a result of the stress of dealing with DCB, burnout, depression, and social anxiety among employees of tourism businesses may occur (Malik & Lenka, 2019). Another detrimental effect is employees themselves engaging in DEB in order to cope with DCB

• Lantai, Terry & Mei, Xiang Ying (2022). Push and Pull Factors. In Buhalis, Dimitrios (Eds.), Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing. ISSN 9781800377479. p. 593–595. doi: 10.4337/9781800377486.push.and.pull. Full text in Research Archive Show summary

  Understanding tourist behaviour and individuals’ travel motivation is important in the tourism industry. Travel motivation determines certain choices. These include destination selection, needs and preferences (Lantai & Mei, 2017). Such motivational behaviour can be influenced by certain push and pull factors. For instance, individual tourists are pushed by internal variables into seeking and selecting certain travel choices. This also explains why tourists decide to travel, where to travel, and how they travel. Push factors are intangible features. They are intrinsic and related to emotional aspects. Destinations on the other hand may ‘pull’ or attract tourists with their tangible attributes (Chan & Baum, 2007). These may include the infrastructure, accommodation, and service. The Internet has changed both tourist and tourism marketers’ behaviour. This means that push and pull factors must also be understood in conjunction with such development.

• Mei, Xiang Ying (2022). Complaint Behaviour. In Buhalis, Dimitrios (Eds.), Encyclopedia of Tourism Management and Marketing. Edward Elgar Publishing. ISSN 9781800377479. p. 582–585. doi: 10.4337/9781800377486.complaint.behaviour. Full text in Research Archive Show summary

  Customer complaints are a normality for any businesses. Although complaints can be dauting, they are largely unavoidable and at times necessary. Through complaints, dissatisfied tourists are given the opportunity to voice their dissatisfaction with the tourism operator and thus offering businesses the opportunity to improve their products and services. The development of the Internet indicates that complaint behaviour has become even more complex as tourists are now influenced by online reviews sites such as TripAdvisor and Google Reviews as well as other social media platforms including Facebook. Reviews and trustworthy reviews are particularly important in the tourism industry as it is essentially a service sector where its products and services cannot be tested or experienced beforehand, unlike physical goods and products (Anaya-Sánchez, Molinillo, Aguilar-Illescas, & Liébana-Cabanillas, 2019). For the tourist, the Internet and social media provide more opportunities to express their dissatisfaction while at the same time complaint behaviour are becoming more challenging for businesses to manage as everything is available to a much wider audience (Mei, Bagaas, & Relling, 2019). Not only are complaints visible to the public and possibly the entire world, but the way such complaint is managed by the businesses is also closely watched by others and subsequently impacts the public’s perception of the company’s brand and reputation (Mei, Relling, & Bagaas, 2019).

• Lantai, Terry; Hauge, Atle Jensen; Mei, Xiang Ying & Rønningen, Martin (2022). Innovation among Necessity Driven Entrepreneurs (NDE) and Opportunity Driven Entrepreneurs (ODE): A study of immigrant Micro Enterprises (MEs) in Norway. Full text in Research Archive
• Mei, Xiang Ying & Slettli, Victoria Konovalenko (2020). ’Smarte’ Innlandet gjennom smartby Hamar. Full text in Research Archive
• Slettli, Viktoriia Konovalenko & Mei, Xiang Ying (2019). Smarte Hamar. Full text in Research Archive
• Lundesgaard, Daniela D & Mei, Xiang Ying (2017). Facility management and end user involvement in architectural design and planning – the chosen approach influences the experiences in realized servicescape. Full text in Research Archive Show summary

  Abstract Purpose The purpose of this article is to investigate how the needs of end users (facility managers and employees) in regard to the organizational environment of public buildings are taken care of in architectural design and planning. Further, if the chosen approach of user involvement influences the end users´ responses and experiences in realized public buildings/servicescapes. Design/methodology/approach Qualitative interviews are used to investigate the type of user involvement of facility managers and end users during the design and planning process. Findings – tentative: The chosen approach during the design and planning process will influence the quality of facility managers and employees’ work conditions. Practical implications It is crucial to involve facility managers and end users in early stages of the architectural planning and design of public buildings through a participative approach to secure satisfaction and commitment to the building. Originality/value Approaches using Insights are gained in techniques used in architectural planning and design and that co-creative approaches in design and planning of the servicescape can create better solutions and thus satisfaction with public buildings. Keywords Architectural design, service management, co-creation, servicescape, participatory approach, co-creation techniques Paper type Research paper

• Mei, Xiang Ying (2015). Politikere må følge opp norsk reiseliv. Full text in Research Archive
• Mei, Xiang Ying (2015). Reiselivet i Innlandet fortjener oppmerksomhet. Full text in Research Archive
• Mei, Xiang Ying (2014). Krav til reiselivsutdanning kan hjelpe turisme. Full text in Research Archive
• Mei, Xiang Ying; Arcodia, Charles & Ruhanen, Lisa (2011). A national government's tourism innovation initiatives: a review of tourism development policies in Norway. Full text in Research Archive
• Mei, Xiang Ying; Arcodia, Charles & Ruhanen, Lisa (2010). The role of innovation in Norwegian tourism: exploring emerging themes in the literature. Full text in Research Archive
• Arcodia, Charles; Mei, Xiang Ying & Dickson, Chantel (2006). International students and Australian tourism: a critical review of the literature. 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.

• Ericsson, Birgitta; Mei, Xiang Ying; Hagen, Svein Erik & Overvåg, Kjell (2015). Benchmarking reiseliv Innlandet Underveisrapport desember 2014. Østlandsforskning. ISSN 9788273567420. Full text in Research Archive Show summary

  Rapporten inneholder data for ni indikatorer på reiselivsutvikling i 10 norske og tre utenlandske reiselivsdestinasjoner. Data er basert på offentlig tilgjengelig materiale og bygger på samme prinssipper i samtlige norske regioner. Endringer i statistikkproduksjon og svakheter i enkelte data har begrenset analysemulighetene noe.

• Ericsson, Birgitta; Mei, Xiang Ying; Hagen, Svein Erik & Overvåg, Kjell (2015). Benchmarking reiseliv i Innlandet. Østlandsforskning. ISSN 9788273567536. Full text in Research Archive
• Lerfald, Merethe & Mei, Xiang Ying (2014). Evaluering av Arena Frukt og bær. Universitetet i Innlandet. ISSN 9788273567307. Full text in Research Archive Show summary

  På oppdrag fra styringsgruppen for prosjektet Arena Frukt og bær (AFB) er det gjennomgått en resultatevaluering av prosjektet AFB har vært et treårig prosjekt, som ble avrundet den 31. desember 2013. AFB er et prosjekt innen Arena-programmet, som en felles satsing mellom Innovasjon Norge, Norges forsikringsråd og SIVA. Målet er å øke verdiskapning i regionale næringsmiljøer, gjennom å styrke samspillet og evnen til innovasjon og videreutvikling mellom næringsaktører, kunnskapsmiljøer og det offentlige.

• Bråtå, Hans Olav; Lerfald, Merethe & Mei, Xiang Ying (2013). Mat langs Nasjonale Turistveier. Universitetet i Innlandet. ISSN 9788273567277. Full text in Research Archive Show summary

  Prosjektet Mat langs Nasjonale Turistveger (MLNT) startet i 2010 og har vært finansiert av ulike offentlige aktører og over jordbruksavtalen. Det omfattet etter hvert fem turistveger og har vært fokusert på utvikling av mat og måltidsopplevelser basert på lokale råvarer og oppskrifter. Det har vært gjennomført en rekke kurs for å øke kompetansen i bedriftene og det har vært en omfattende markedsrettet aktivitet, herunder utgivelse av et Magasin. Berørte bedrifter er generelt tilfredse med de aktivitetene og de er tilfredse med Magasinet, selv om det er kritiske spørsmål. Det ble etter hvert liten kontakt mellom Nasjonale Turistveger og Mat langs Nasjonale Turistveger. Samlet sett er de berørte bedriftene, og særlig serveringsbedrifter, godt tilfredse med MLNT og de har klare positive forventninger til en eventuell videreføring. Det anbefales at en på landsbasis satser på mat som tema langs nasjonale turistveger og at dette kobles tettere til Nasjonale Turistveger. Det bør legges en langsiktig satsing til grunn der nasjonale myndigheter tilbyr en grunnleggende struktur og der enkeltbedrifter bidrar med egne midler.

• Goldeng, Eskil Le Bruyn & Mei, Xiang Ying (2013). Kompetanseutfordringer i reiselivet i Buskerud : forslag til tiltak. Høgskolen i Buskerud. ISSN 9788282610254. Full text in Research Archive Show summary

  Rapporten er basert på et prosjekt som har kartlagt mulighetene for kompetanseutvikling i reiselivsnæringen i Buskerud fylke. Prosjektet har støttet seg på tidligere studier, generelle data om næringen og dybdeintervjuer med et utvalg personer knyttet til næringen. Dybdeintervjuene ble gjennomført våren og sommeren 2013, og respondentene ble plukket ut for å gi et bredt informasjontilfang med hensyn til geografi og roller. Rapporten peker på flere tiltak for deling og utvikling av kunnskap som omfatter nær sagt alle aktører tilknyttet næringen. I tillegg gir rapporten en deskriptiv fremstilling av reiselivet i Buskerud sin betydning nasjonalt og lokalt.

• Mei, Xiang Ying (2012). The role of the national government in facilitating innovation within the tourism industry: A case from Norway. The University of Queensland. Full text in Research Archive

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