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Home 48. February 2026 The impact of digital marketing on the development of wine tourism in the Azerbaijan

The impact of digital marketing on the development of wine tourism in the Azerbaijan

Uhayna Valehzadeh Alovsat
0000 0001 9758 4759 Uheyna.valehzada@atmu.edu.az

2655 ­ ­ AZ ­ ­ 48. February 2026 ­ ­­ ­ digital marketing wine tourism 4D technologies agro-tourism national brand sustainable development of wine tourism

 

https://doi.org/10.30546/2788-8754.47.02.2025.1021

UOT: 004, 338.48, 338.138

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The article examines the digital marketing strategies adopted by wineries in the context of wine tourism. The technological transformation process, accompanied by the application of ICT tools, including innovative digital communication resources such as 4D technology, is reshaping the wine tourism experience. The application of innovative approaches is necessary to make the wine tourism experience unforgettable. According to existing research, successful practices in this area lead to the formation of positive E-WOM (digital word-of-mouth marketing) and a loyal brand image. The article uses a comparative case study approach, focusing on two major wine regions in Azerbaijan - Gabala and Shamakhi. This study highlights the role and importance of various digital marketing tools within wine tourism, and provides a comprehensive analysis of them. The article concludes by making original theoretical and practical contributions to the existing literature, proposing recommendations for ensuring the sustainable development of wine tourism in Azerbaijan and strengthening its position as a competitive brand. 

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Lotanna. Emediegwu

Department of Economics, The University of Manchester, UK | Department of Agricultural Economics, University of Ilorin, Nigeria | Department of Economics, Policy and International Business, Manchester Metropolitan University, UK

   

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Yunus. Sadigov

Azerbaijan National Academy of Sciences, Institute of Economics, Lead Researcher

  Ph.D., docent  

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Rena. Musayeva

Department of “Economic Regulation” of Azerbaijan State University of Economics (UNEC)

   

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Aygun. Salimova

Student of Azerbaijan State University of Economics (UNEC)

   

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Turan. Ahmadli

Special Constructor Technology Bureau of the National Aerocosmic Agency

   

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Turan. Hajiyeva

Specialist of the Agricultural Research Center

   

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Bagish. Ahmadov

Deputy Director of the Agricultural Economics Research Center

  Doctor of Philosophy in Economics  

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Tural. Mammadzade

Ph.D. student of

   

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Vusala. Babayeva

Doctor of Science Program of Agricultural Economics Research Center

  Doctor of Philosophy in Economics  

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Andriy. Popovych

Instytut Ekonomiki Rolnictwa i Gospodarki Żywnościowej, Warszawa, Polska / Agricultural and Food Economics State Research Institute, Warsaw, Poland

  Ph.D.  

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Javad. Gojamanov

Ph.D. student of Baku State University

   

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Kamala. Sadygova

Ministry of Science and Education of the Republic of Azerbaijan, Institute of Dendrology

  researcher  

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Turaj. Musayev

Agricultural Economics Research Center, leading specialist

   

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Nargiz. Hasanova

Azerbaijan State Agrarian University

   

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Sadi. Ismayilov

Assistant director of Beylagan RASIC

  Doctor of Philosophy in Economics  

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Yusif. Akhundov

Ph.D. student of the Agricultural Research Center