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.

Book Chapters

• S. Dolnicar (2007) Accepted Standards Undermining the Validity of Tourism Research
• S. Dolnicar (2007) "Crises" that scare tourists: Investigating tourists’ travel-related concerns
• S. Dolnicar (2007) Market Segmentation in Tourism
• S. Dolnicar (2005) Empirical market segmentation: What you see is what you get
• S. Dolnicar (2005) Improved understanding of tourists’ needs – cross-classification for validation of data-driven segments
• S. Dolnicar (2004) Profiling the One- and Two-star Hotel Guest for Targeted Segmentation Action: a Descriptive Investigation of Risk Perceptions, Expectations, Disappointments and Information Processing Tendencies
• S. Dolnicar (2004) Strategic marketing
• S. Dolnicar (2004) Towards more thorough data-driven segmentation in tourism - a tracking framework for exploring segment development
• S. Dolnicar and F. Leisch (2000) Behavioral Market Segmentation of Binary Guest Survey Data with Bagged Clustering

Conference Papers

• S. Dolnicar, B. Grun, and J. Rossiter (2007) Extending Rungie et al.’s model of brand image stability to account for heterogeneity
• S. Dolnicar, G. Kerr, and K. Lazarevski (2007) Harvesting Micro-Geographic Heterogeneity to Increase Community Acceptance of Tourism
• S. Dolnicar and P. Long (2007) Beyond Ecotourism: The Environmentally Responsible Tourist in the General Travel Experience
• K. Lazarevski, H. Irvine, and S. Dolnicar (2007) The Effect of Funding Changes on Public Sector Non-Profit Organisations: The Case of Bushcare NSW
• T. J. Dickson and S. Dolnicar (2006) Ascending Mount Kosciusko: An Exploration of Motivational Patterns
• S. Dolnicar (2006) Data-driven Market Segmentation in Tourism – Approaches, Changes Over Two Decades and Development Potential
• S. Dolnicar (2006) Are we drawing the right conclusions? The Dangers of Response Sets and Scale Assumptions in Empirical Tourism Research
• S. Dolnicar (2006) Public perception of desalinated versus recycled water in Australia
• S. Dolnicar and B. Grun (2006) The User-Friendliness of Alternative Answer Formats
• S. Dolnicar and B. Grun (2006) Answer Format Suitability - The Interdependence of Answer Format and Construct Measured
• S. Dolnicar and Y. Jordaan (2006) Consumer Information Privacy: a Building Block for Marketing Leadership
• A. Pomering and S. Dolnicar (2006) Customers’ Sensitivity to Different Measures of Corporate Social Responsibility in the Australian Banking Sector
• A. Pomering and S. Dolnicar (2006) The limitations of consumer response to CSR: An empirical test of Smith's proposed antecedents
• M. Randle and S. Dolnicar (2006) Environmental Volunteers: Are They Driven By Altruism and a Strong Feeling of Regional Identity?
• M. Randle and S. Dolnicar (2006) Who Donates Time to the Benefit of the Environment and Animal Rights? Profiling Volunteers from an International Perspective
• G. Crouch and S. Dolnicar (2005) Tourism Discretionary Spending Choice Behaviour
• G. I. Crouch, T. Devinney, S. Dolnicar, T. Huybers, J. Louviere, and H. Oppewal (2005) New horses for old courses: Questioning the limitations of sustainable tourism to supply-driven measures and the nature-based context
• S. Dolnicar (2005) Fear segments in tourism
• S. Dolnicar, H. Irvine, K. Lazarevski, and M. Randle (2005) Mimetic Marketing in Environmental Volunteering Organisations
• S. Dolnicar and M. Randle (2005) Cultural Perceptions of Volunteering: Attracting Volunteers in an Increasingly Multicultural Society
• S. Dolnicar and M. Randle (2005) Fighting for Volunteers’ Time: Competition in the International Volunteering Industry
• S. Dolnicar and C. Saunders (2005) Marketing Recycled Water: Review of Past Studies and Research Agenda
• T. Coltman and S. Dolnicar (2004) eCRM Success and The Value of Managerial Discretion.
• T. Dickson and S. Dolnicar (2004) No risk, no fun: The role of perceived risk in adventure tourism
• S. Dolnicar (2004) What Makes Students Attend Lectures? The Shift Towards Pragmatism in Undergraduate Lecture Attendance
• S. Dolnicar and M. Fluker (2004) The Symptomatic Nature Of Past Destination Choice Among Surf Tourists
• S. Dolnicar, B. Grun, and F. Leisch (2004) Time Efficient Brand Image Measurement - Is Binary Format Sufficient to Gain the Market Insight Required?
• S. Dolnicar and M. Heindler (2004) If You Don’t Need to Know, Don’t Ask! Does Questionnaire Length Dilute the Stability of Brand Images?
• S. Dolnicar and F. Leisch (2004) Geographical or behavioural segmentation? The pros and cons for destination marketing
• S. Dolnicar and M. Randle (2004) What Moves Which Volunteers to Donate Their Time? An Investigation of Psychographic Heterogeneity Among Volunteers in Australia
• S. Dolnicar and M. Randle (2004) Marketing Research for Volunteering: A Research Agenda
• S. Dolnicar (2003) Tracking positioning developments – perceptual changes in hair colorant positioning in Eastern Europe
• S. Dolnicar and M. Fluker (2003) Who’s Riding the Wave? An Investigation Into Demographic and Psychographic Characteristics of Surf Tourists
• S. Dolnicar and K. Grabler (2003) Evaluating geographical target markets – an aggregated portfolio approach for improved managerial decision- making
• S. Dolnicar and F. Leisch (2003) Development of a posteriori market segments over time - a tracking procedure
• S. Dolnicar and F. Leisch (2003) Data-Driven Market Segmentation - A Structure-Based Conceptual Framework for Management Decision Support
• S. Dolnicar and T. Otter (2003) Which Hotel attributes Matter? A review of previous and a framework for future research
• S. Dolnicar and C. M. Schoesser (2003) Market Research in Austrian NTO and RTOs: Is the research homework done before spending marketing millions?
• S. Dolnicar (2002) Activity-Based Market Sub-Segmentation Of Cultural Tourists
• S. Dolnicar (2002) Profiling Vacation Segments With An Environment Protection Attitude – A Strategic Marketing Approach Towards Sustainability
• S. Dolnicar (2002) Strategic brand image analysis for heterogeneous markets – applying dynamic perceptions based market segmentation (dynPBMS) to dishwashing brand data
• S. Dolnicar (2002) A Review of Unquestioned Standards in Using Cluster Analysis for Data-Driven Market Segmentation
• S. Dolnicar (2001) Challenges For Tomorrows Tourism Education – The Case Of Austria
• S. Dolnicar (2001) Getting more out of three way data - simultaneous market segmentation and positioning applying perceptions based market segmentation (PBMS)

Journal Articles

• T. Coltman and S. Dolnicar (2007) eCRM and Managerial Discretion
• G. I. Crouch, H. Oppewal, T. Huybers, S. Dolnicar, J. J. Louviere, and T. Devinney (2007) Discretionary Expenditure and Tourism Consumption: Insights from a Choice Experiment
• S. Dolnicar (2007) Cross-cultural differences in survey response patterns
• S. Dolnicar (2007) Management Learning Exercise and Trainer’s Note for Market Segmentation in Tourism
• S. Dolnicar, G. I. Crouch, T. Devinney, T. Huybers, J. Louviere, and H. Oppewal (2007) Tourism And Discretionary Income Allocation - Heterogeneity Among Households
• S. Dolnicar and B. Grun (2007) How constrained a response: A comparison of binary, ordinal and metric answer formats
• S. Dolnicar and B. Grun (2007) Assessing Analytical Robustness in Cross-Cultural Comparisons
• S. Dolnicar and T. Huybers (2007) Different tourists – different perceptions of different places: Accounting for tourists’ perceptual heterogeneity in destination image measurement
• S. Dolnicar and Y. Jordaan (2007) A Market-Oriented Approach to Responsibly Managing Information Privacy Concerns in Direct Marketing
• S. Dolnicar and C. Laesser (2007) Travel Agency Marketing Strategy: Insights from Switzerland
• S. Dolnicar and F. Leisch (2007) An Investigation of Tourists’ Patterns of Obligation to Protect the Environment
• S. Dolnicar and M. Randle (2007) The International Volunteering Market: Market Segments and Competitive Relations
• S. Dolnicar and A. Schafer (2007) Desalination and Recycling: Australians raise health, environment and cost concerns
• A. Russell, S. Dolnicar, and M. Ayoub (2007) Double degrees: double the trouble or twice the return?
• S. Dolnicar (2006) Nature Conserving Tourists: The need for a broader perspective
• S. Dolnicar (2006) Are we drawing the right conclusions? The dangers of answer format effects in empirical tourism research
• S. Dolnicar and Y. Jordaan (2006) Protecting Consumer Privacy in the Company’s Best Interest
• S. Dolnicar and C. Saunders (2006) Recycled water for consumer markets — a marketing research review and agenda
• M. Barrett, S. Dolnicar, M. Kaidonis, L. C. Moerman, M. Randle, and C. Wood (2005) Launching Research: Experiences With and Achievements of a Research Mentoring Platform for Academic Women
• S. Dolnicar (2005) Understanding barriers to leisure travel - tourist fears as marketing basis
• S. Dolnicar (2005) Should we still lecture or just post examination questions on the web? The nature of the shift towards pragmatism in undergraduate lecture attendance
• S. Dolnicar, R. Freitag, and M. Randle (2005) To Segment or Not to Segment? An Investigation of Segmentation Strategy Success Under Varying Market Conditions
• S. Dolnicar (2004) Improved understanding of tourists’ needs – cross-classification for validation of data-driven segments
• S. Dolnicar (2004) Beyond "Commensense segmentation" - A systematics of segmentation approaches in tourism
• S. Dolnicar (2004) Insights into sustainable tourists in Austria: a data-based a priori segmentation approach
• S. Dolnicar (2004) Risk perceptions, expectations, disappointments and information processing tendencies of one- and two star hotel guest – is there a market for low star hotel categories in Austria?
• S. Dolnicar (2004) Tracking data-driven market segments
• S. Dolnicar and K. Grabler (2004) Applying City Perception Analysis (CPA) for Destination Positioning Decisions
• S. Dolnicar and F. Leisch (2004) Delivering the right tourist service to the right people - a comparison of segmentation approaches
• S. Dolnicar and F. Leisch (2004) Segmenting Markets by Bagged Clustering
• C. Buchta and S. Dolnicar (2003) Learning by Simulation-Computer Simulations for Strategic Management Decision Support in Tourism
• S. Dolnicar (2003) Using cluster analysis for market segmentation - typical misconceptions, established methodological weaknesses and some recommendations for improvement
• S. Dolnicar and M. Fluker (2003) Behavioural market segments among surf tourists - investigating past destination choice
• S. Dolnicar and F. Leisch (2003) Winter Tourist Segments in Austria - Identifying Stable Vacation Styles for Target Marketing Action
• E. Dimitriadou, S. Dolnicar, and A. Weingessel (2002) An Examination of Indexes for Determining the Number of Clusters in Binary Data Sets
• S. Dolnicar (2002) Activity-based market sub-segmentation of cultural tourists
• S. Dolnicar (2002) A review of data-driven market segmentation in tourism
• S. Dolnicar (2002) Business Travellers’ Hotel Expectations and Disappointments: A Different Perspective to Hotel Attribute Importance Investigation
• S. Dolnicar, K. Grabler, and J. A. Mazanec (1999) Analyzing Destination Images: A Perceptual Charting Approach

Reports

• C. Buchta, S. Dolnicar, R. Freitag, F. Leisch, D. Meyer, A. Mild, and M. Ossinger (2003) Is Thinking Worthwhile? A Comparison of Corporate Segment Choice Strategies
• S. Dolnicar and R. Freitag (2003) The influence of interactions between market segmentation strategy and competition on organizational performance – a simulation study