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.

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