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
Desalinated versus recycled water — public perceptions and profiles of the accepters (with A. I. Schäfer), Faculty of Commerce - Papers (2009)
Many countries’ water resources are limited in both quantity and quality. While engineering solutions can...
ONLINE VERSUS PAPER: Format effects in tourism surveys (with C. Laesser and K. Matus), Faculty of Commerce - Papers (2009)
The popularity of online surveys is rising, yet the validity of survey data collected online...
Strings Attached: New Public Management, Competitive Grant Funding and Social Capital (with H. Irvine and K. Lazarevski), Faculty of Commerce - Papers (2009)
This paper first investigates the impact of New Public Management (NPM) practices, particularly competitive grant...
The low stability of brand-attribute associations is partly due to measurement factors (with J. R. Rossiter), Faculty of Commerce - Papers (2008)
Using an experiment built into a longitudinal survey, we demonstrate that the low stability of...
Mission or money? Competitive challenges facing public sector nonprofit organisations in an institutionalised environment. (with H. Irvine and K. Lazarevski), Faculty of Commerce - Papers (2008)
This paper exposes the impact of competitive grant funding on public sector nonprofit volunteer organisations,...
Contributions to Books
Tourism segmentation by consumer-based variables (with B. Kemp), Faculty of Commerce - Papers (2009)
The basis for successful marketing is to understand and satisfy consumer needs. Sometimes it is...
Cross-Cultural Comparisons of Tourist Satisfaction: Assessing Analytical Robustness, Faculty of Commerce - Papers (2008)
Response styles can distort survey findings. Culture-specific response styles (CSRS) are particularly problematic to cross-cultural...
Segmenting tourists based on satisfaction and satisfaction patterns (with H. Le), Faculty of Commerce - Papers (2008)
Market segmentation has a long history in empirical tourism research. So does satisfaction research. Yet,...
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...
Presentations
Converting Business Travellers to Leisure Travellers (with G. Kerr and K. Lazarevski), Faculty of Commerce - Papers (2009)
The aim of this paper is to propose a novel strategy for attracting vacation tourists...
Measuring Segment Attractiveness (with K. Lazarevski), Faculty of Commerce - Papers (2009)
Market segmentation has been widely employed to give tourism destination planners market understanding, identify attractive...
Tourist segment compatibility (with K. Lazarevski), Faculty of Commerce - Papers (2008)
Although market segmentation is used extensively by tourism researchers and industry, the problem of possible...
Not Just Any Volunteers: Segmenting the Market to Attract the High-Contributors (with M. Randle), Partnerships, Proof and Practice - International Nonprofit and Social Marketing Conference 2008 - Proceedings (2008)
Growing competition in the third sector has resulted in non-profit organisations making more sophisticated use...
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...
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...