Sara currently works as the Research Professor in Tourism at UQ Business School. She has previously worked at the School of Management & Marketing at the University of Wollongong and the School of Tourism at the Vienna University of Economics & Business where she also served as the Secretary General of the Austrian Society for Applied Research in Tourism. Sara’s core research interests are the improvement of market segmentation methodology and the testing and refinement of measures used in social science research. She has investigated 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. Sara has (co-)authored more than 300 refereed papers, including more than 140 journal articles and led a total of twelve Australian Research Council (ARC) grants. In 2011 she took up a prestigious ARC Queen Elizabeth II Fellowship. Sara 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.