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Research professor, The University of Queensland

Sara Dolnicar was born in Ljubljana (Slovenia), grew up in Vienna (Austria) and now lives and works in Brisbane (Australia). She holds a Masters and PhD degree from the Vienna University of Economics and Business and a Masters degree in Psychology at the University of Vienna. After completing her PhD she worked in the School of Tourism at the Vienna University of Economics and Business where she also served as the Secretary General of the Austrian Society for Applied Research in Tourism. In 2002 she moved to Australia to take up a position in the School of Management and Marketing at the University of Wollongong. At Wollongong, Sara built the the Institute for Innovation in Business and Social Research (IIBSoR). Sold on a life in Australia, Sara moved to Brisbane in 2013 where she currently works as the Research Professor in Tourism at the University of Queensland Business School.

Sara’s core research interests are the improvement of market segmentation methodology and the testing and refinement of measures used in social science research. Because her key research interests are not tied to any particular application area, Sara has had the luxury to investigate a range of different applied research areas, including sustainable tourism and tourism marketing, environmental volunteering, foster carer and public acceptance of water alternatives and water conservation measures.

To date, Sara has (co-)authored more than 200 refereed papers, including more than 100 journal articles and led a total of twelve Australian Research Council (ARC) grants.


  • –present
    Director, Institute for Innovation in Business and Social Research , University of Wollongong


  • 1996 
    Wirtschaftsuniversitaet Wien, Austria, Ph.D. in Commerce


ARC Queen Elizabeth II Fellowship