Regular biography
Professor Sara Dolnicar is a Professorial Research Fellow in the School of Business at The University of Queensland. Her research focuses on environmentally significant human behaviour, with an emphasis on developing and testing practical interventions to promote pro-environmental actions. She is also involved in improving market segmentation methodology and measurement in the social sciences. Dolnicar's work includes studies on consumer behaviour, tourism, and sustainable practices, with a particular interest in the effectiveness of marketing strategies for environmental change. She is a dedicated supervisor and mentor of early career researchers.
Scholar-generated biography
Sara Dolnicar is a researcher at the University of Queensland focusing on Tourism, Sustainable Tourism, Marketing, Water, and Social Marketing. Her work explores the attitude–behaviour gap in sustainable tourism, public perceptions of water treatment technologies, and the role of marketing in promoting environmentally friendly behaviours. Dolnicar's research also examines market segmentation in tourism, the impact of CSR initiatives, and the influence of risk perceptions on tourist behaviour. Her studies highlight the importance of data-driven approaches in tourism marketing and sustainable management. She has contributed to understanding the factors affecting public acceptance of recycled and desalinated water, as well as the role of tourism in enhancing quality of life.