Selected Works of Professor Sara Dolnicar

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.

Documents by Subject Area

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• A Market-Oriented Approach to Responsibly Managing Information Privacy Concerns in Direct Marketing
• A review of data-driven market segmentation in tourism
• A Review of Unquestioned Standards in Using Cluster Analysis for Data-Driven Market Segmentation
• Accepted Standards Undermining the Validity of Tourism Research
• Activity-Based Market Sub-Segmentation Of Cultural Tourists
• Activity-based market sub-segmentation of cultural tourists
• An Examination of Indexes for Determining the Number of Clusters in Binary Data Sets
• An Investigation of Tourists’ Patterns of Obligation to Protect the Environment
• Analyzing Destination Images: A Perceptual Charting Approach
• Answer Format Suitability - The Interdependence of Answer Format and Construct Measured
• Applying City Perception Analysis (CPA) for Destination Positioning Decisions
• Are we drawing the right conclusions? The dangers of answer format effects in empirical tourism research
• Are we drawing the right conclusions? The Dangers of Response Sets and Scale Assumptions in Empirical Tourism Research
• Ascending Mount Kosciusko: An Exploration of Motivational Patterns
• Assessing Analytical Robustness in Cross-Cultural Comparisons
• Behavioral Market Segmentation of Binary Guest Survey Data with Bagged Clustering
• Behavioural market segments among surf tourists - investigating past destination choice
• Beyond "Commensense segmentation" - A systematics of segmentation approaches in tourism
• Beyond Ecotourism: The Environmentally Responsible Tourist in the General Travel Experience
• Business Travellers’ Hotel Expectations and Disappointments: A Different Perspective to Hotel Attribute Importance Investigation
• Challenges For Tomorrows Tourism Education – The Case Of Austria
• Consumer Information Privacy: a Building Block for Marketing Leadership
• "Crises" that scare tourists: Investigating tourists’ travel-related concerns
• Cross-cultural differences in survey response patterns
• Cultural Perceptions of Volunteering: Attracting Volunteers in an Increasingly Multicultural Society
• Customers’ Sensitivity to Different Measures of Corporate Social Responsibility in the Australian Banking Sector
• Data-Driven Market Segmentation - A Structure-Based Conceptual Framework for Management Decision Support
• Data-driven Market Segmentation in Tourism – Approaches, Changes Over Two Decades and Development Potential
• Delivering the right tourist service to the right people - a comparison of segmentation approaches
• Desalination and Recycling: Australians raise health, environment and cost concerns
• Development of a posteriori market segments over time - a tracking procedure
• Different tourists – different perceptions of different places: Accounting for tourists’ perceptual heterogeneity in destination image measurement
• Discretionary Expenditure and Tourism Consumption: Insights from a Choice Experiment
• Double degrees: double the trouble or twice the return?
• eCRM and Managerial Discretion
• eCRM Success and The Value of Managerial Discretion.
• Empirical market segmentation: What you see is what you get
• Environmental Volunteers: Are They Driven By Altruism and a Strong Feeling of Regional Identity?
• Evaluating geographical target markets – an aggregated portfolio approach for improved managerial decision- making
• Extending Rungie et al.’s model of brand image stability to account for heterogeneity
• Fear segments in tourism
• Fighting for Volunteers’ Time: Competition in the International Volunteering Industry
• Geographical or behavioural segmentation? The pros and cons for destination marketing
• Getting more out of three way data - simultaneous market segmentation and positioning applying perceptions based market segmentation (PBMS)
• Harvesting Micro-Geographic Heterogeneity to Increase Community Acceptance of Tourism
• How constrained a response: A comparison of binary, ordinal and metric answer formats
• If You Don’t Need to Know, Don’t Ask! Does Questionnaire Length Dilute the Stability of Brand Images?
• Improved understanding of tourists’ needs – cross-classification for validation of data-driven segments
• Improved understanding of tourists’ needs – cross-classification for validation of data-driven segments
• Insights into sustainable tourists in Austria: a data-based a priori segmentation approach
• Is Thinking Worthwhile? A Comparison of Corporate Segment Choice Strategies
• Launching Research: Experiences With and Achievements of a Research Mentoring Platform for Academic Women
• Learning by Simulation-Computer Simulations for Strategic Management Decision Support in Tourism
• Management Learning Exercise and Trainer’s Note for Market Segmentation in Tourism
• Market Research in Austrian NTO and RTOs: Is the research homework done before spending marketing millions?
• Market Segmentation in Tourism
• Marketing Recycled Water: Review of Past Studies and Research Agenda
• Marketing Research for Volunteering: A Research Agenda
• Mimetic Marketing in Environmental Volunteering Organisations
• Nature Conserving Tourists: The need for a broader perspective
• New horses for old courses: Questioning the limitations of sustainable tourism to supply-driven measures and the nature-based context
• No risk, no fun: The role of perceived risk in adventure tourism
• Profiling the One- and Two-star Hotel Guest for Targeted Segmentation Action: a Descriptive Investigation of Risk Perceptions, Expectations, Disappointments and Information Processing Tendencies
• Profiling Vacation Segments With An Environment Protection Attitude – A Strategic Marketing Approach Towards Sustainability
• Protecting Consumer Privacy in the Company’s Best Interest
• Public perception of desalinated versus recycled water in Australia
• Recycled water for consumer markets — a marketing research review and agenda
• 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?
• Segmenting Markets by Bagged Clustering
• Should we still lecture or just post examination questions on the web? The nature of the shift towards pragmatism in undergraduate lecture attendance
• Strategic brand image analysis for heterogeneous markets – applying dynamic perceptions based market segmentation (dynPBMS) to dishwashing brand data
• Strategic marketing
• The Effect of Funding Changes on Public Sector Non-Profit Organisations: The Case of Bushcare NSW
• The influence of interactions between market segmentation strategy and competition on organizational performance – a simulation study
• The International Volunteering Market: Market Segments and Competitive Relations
• The limitations of consumer response to CSR: An empirical test of Smith's proposed antecedents
• The Symptomatic Nature Of Past Destination Choice Among Surf Tourists
• The User-Friendliness of Alternative Answer Formats
• Time Efficient Brand Image Measurement - Is Binary Format Sufficient to Gain the Market Insight Required?
• To Segment or Not to Segment? An Investigation of Segmentation Strategy Success Under Varying Market Conditions
• Tourism And Discretionary Income Allocation - Heterogeneity Among Households
• Tourism Discretionary Spending Choice Behaviour
• Towards more thorough data-driven segmentation in tourism - a tracking framework for exploring segment development
• Tracking data-driven market segments
• Tracking positioning developments – perceptual changes in hair colorant positioning in Eastern Europe
• Travel Agency Marketing Strategy: Insights from Switzerland
• Understanding barriers to leisure travel - tourist fears as marketing basis
• Using cluster analysis for market segmentation - typical misconceptions, established methodological weaknesses and some recommendations for improvement
• What Makes Students Attend Lectures? The Shift Towards Pragmatism in Undergraduate Lecture Attendance
• What Moves Which Volunteers to Donate Their Time? An Investigation of Psychographic Heterogeneity Among Volunteers in Australia
• Which Hotel attributes Matter? A review of previous and a framework for future research
• Who Donates Time to the Benefit of the Environment and Animal Rights? Profiling Volunteers from an International Perspective
• Who’s Riding the Wave? An Investigation Into Demographic and Psychographic Characteristics of Surf Tourists
• Winter Tourist Segments in Austria - Identifying Stable Vacation Styles for Target Marketing Action