Sara Dolnicar is a social scientist and Research Professor of Tourism at The University of Queensland in Australia. With degrees in business and psychology, she is best known for her work in improving market segmentation methodology and empirical measures in social science research. She is also an expert in the topic of Airbnb. Currently, Sara is focusing on developing and experimentally testing ways to make consumers behave in more environmentally friendly ways – voluntarily.

Sara has published more than 300 refereed articles, which have been cited more than 17,000 times. She is the editor-in-chief of Annals of Tourism Research, and reviews grant applications for the national funding bodies of more than a dozen countries around the world. She is an elected fellow of numerous professional associations, and the winner of more than 30 research awards. In recognition of the global excellence and impact of her research and her work in knowledge transfer, Sara has been named TTRA Distinguished Researcher and Slovenian Ambassador of Science.