Sara Dolnicar

Sara and her research group, the Low Harm Hedonism Initiative, develop theories of environmentally significant human behaviour and leverage them to design practical measures that trigger pro-environmental behaviour without undermining consumer satisfaction. These new behavoiur change interventions are then tested in real-world contexts, so their effectiveness on actual behaviour change with environmental consequences can be established. Sara’s research is driven by scholarly curiosity and the desire to create meaningful change. Sara is a dedicated supervisor and mentor of early career researchers. Commerce, Management, Tourism and Services; Consumer behaviour; Environmental Sciences; Environmental management; Impacts of tourism; Marketing; Marketing communications; Marketing research methodology; Not-for-profit marketing; Social marketing; Tourism; Tourism marketing; Tourist behaviour and visitor experience; Improving market segmentation methodology; Making tourists behave in a more environmentally friendly way; Improving measurement in the social sciences; Peer-to-peer accommodation networks; Developing better tools for tourism marketing; Improving brand image measures; Attracting good foster carers; Increasing public knowledge about and acceptance of water alternatives

[2026] Deep sequence learning models for hotel room air conditioner runtime estimation via ambient sensing Serati, Reza, Kulatilleke, Gayan, Layeghy, Siamak, Ariai, Farid, Dolnicar, Sara and Portmann, Marius (2026). Deep sequence learning models for hotel room air conditioner runtime estimation via ambient sensing. Energy and Buildings, 370 118118, 1-13. doi: 10.1016/j.enbuild.2026.118118 [2026] “Hi, I’m Terri Towel. Please reuse me.” Can anthropomorphizing towels prompt tourists to reuse them? Greene, Danyelle, Zinn, Anna K., Demeter, Csilla and Dolnicar, Sara (2026). “Hi, I’m Terri Towel. Please reuse me.” Can anthropomorphizing towels prompt tourists to reuse them?. Journal of Travel Research, 65 (7), 2031-2052. doi: 10.1177/00472875251349233 [2026] Reducing plate waste in tourism and