Sara Dolnicar graduated from the Vienna University of Economics and Business Administration (WU Wien) with a Bachelors and Masters degree in Business Administration in 1994 and from the University of Vienna with a Bachelors and Masters degree in Psychology in 1998. In 1994 she was appointed assistant professor at the Institute for Tourism and Leisure Studies (Vienna University of Economics and Business Administration), where she completed her PhD two years later. Sara served as Secretary General of the Austrian Society for Applied Research in Tourism, participated in the interdisciplinary research project 'Adaptive Information Systems and Modelling in Economics and Management Science' and conducted a number of contract research projects for the Austrian tourism industry. Since July 2002 Sara has been working at the University of Wollongong (see here). Her research interests are in market segmentation, (Product) positioning, Market research, Quantitative methodology in marketing, Questionnaire design, Answer format effects and response styles, Strategic marketing, Tourism Marketing.
Articles
Assessing the prerequisite of successful CSR implementation: Are consumers aware of CSR initiatives? (with A. Pomering), Faculty of Commerce - Papers (2008)
Corporate social responsibility has received a large amount of research attention over the last decade....
Environment-friendly Tourists: What Do We Really Know About Them? (with G. I. Crouch and P. Long), Faculty of Commerce - Papers (2008)
Sustainable tourism and ecotourism have now been researched in depth for some years. This paper...
An Investigation of Tourists’ Patterns of Obligation to Protect the Environment (with F. Leisch), Faculty of Commerce - Papers (2007)
Destinations are increasingly concerned about the environmental sustainability of the local tourism industry. A number...
Selective marketing for environmentally sustainable tourism (with F. Leisch), Faculty of Commerce - Papers (2007)
The natural environment represents the main resource for many tourism destinations and tourists are increasingly...
What Moves Which Volunteers to Donate Their Time? An Investigation of Psychographic Heterogeneity Among Volunteers in Australia (with M. Randle), Faculty of Commerce - Papers (2007)
Six psychographic segments of volunteers in Australia are constructed on the basis of their volunteering...
Contributions to Books
Accepted Standards Undermining the Validity of Tourism Research, Faculty of Commerce - Papers (2007)
This paper draws attention to accepted measurement and research method standards in empirical research on...
Beyond “Commonsense Segmentation”: A Systematics of Segmentation Approaches in Tourism, Faculty of Commerce - Papers (2007)
Market segmentation is an accepted tool in strategic marketing. It helps to understand and serve...
"Crises" that scare tourists: Investigating tourists’ travel-related concerns, Faculty of Commerce - Papers (2007)
The importance of perceived risk by tourists – while first studied in the broader context...
Market Segmentation in Tourism, Faculty of Commerce - Papers (2007)
Tourists are not all the same, they have different pictures of their ideal vacation. Tourists...
Delivering the Right Tourist Service to the Right People – A Comparison of Segmentation Approaches (with F. Leisch), Faculty of Commerce - Papers (2005)
Market segmentation has developed to become a generally accepted and widely applied concept in strategic...
Presentations
Expanding the Pool of Volunteers: Enticing Ethnic Minorities to Become More Involved (with M. Randle), Faculty of Commerce - Papers (2007)
In Australia the value of volunteering runs into the tens of billions of dollars each...
The Effect of Funding Changes on Public Sector Non-Profit Organisations: The Case of Bushcare NSW (with K. Lazarevski and H. Irvine), Faculty of Commerce - Papers (2007)
Research into non-profit organisations abounds, but public sector non-profit organisations have been neglected. Recent funding...
Segmenting the Volunteer Market: Learnings from an Australian Study (with M. Randle and B. Grun), Faculty of Commerce - Papers (2007)
The volunteering industry in Australia contributes over 42 billion dollars to society each year. It...
Harvesting Micro-Geographic Heterogeneity to Increase Community Acceptance of Tourism (with G. Kerr and K. Lazarevski), Faculty of Commerce - Papers (2007)
Tourism marketing literature has long recognised the importance of residents’ acceptance of tourism if a...
Beyond Ecotourism: The Environmentally Responsible Tourist in the General Travel Experience (with P. Long), Faculty of Commerce - Papers (2007)
A shift of attention from the dominant product-orientation in environmentally sustainable tourism to a demand-orientation...
Other
Is Thinking Worthwhile? A Comparison of Corporate Segment Choice Strategies (with C. Buchta, R. Freitag, F. Leisch, D. Meyer, A. Mild, and M. Ossinger), Faculty of Commerce - Papers (2003)
The field of strategic marketing has long been identified as fruitful ground for gaining competitive...
The influence of interactions between market segmentation strategy and competition on organizational performance – a simulation study (with R. Freitag), Faculty of Commerce - Papers (2003)
A computer simulation study is conducted to explore the interaction of alternative segmentation strategies and...