Sara Dolnicar is 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 of measures in social science research. She is currently pursuing a long-term research program to entice tourists to behave in a more environmentally friendly way, to also derive practical recommendations for the industry. With more than 300 refereed publications and 11,000 citations, she is a Fellow of the International Academy for the Study of Tourism and the co- Editor-in-Chief of Annals of Tourism Research. s.dolnicar@uq.edu.au