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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

5486 ­ ­ 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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Aygun. Shirin

Ph.D. student of the Agricultural Research Center Azerbaijan Technical University

   

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Zakir. Guliyev

Baku Business University

  Doctor of Philosophy in Economics  

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Ruhiyya. Mammadrzayeva

Research Institute of Plant Protection and Technical Plants

   

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Fuad. Ibrahimov

Economic issues expert of the Center for Socio-Economic and Ecological Research Public Union

  Doctor of Philosophy in Economics  

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Eljan. Abbasov

Ph.D. student of Azerbaijan State Agrarian University

   

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Parviz. Aliyev

Chief of department, Agricultural Research Center
Ph.D. student of the Agricultural Research Center

   

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Bahruz. Nuriyev

Chief consultant in Ministry of Agriculture of Azerbaijan Republic

   

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Islam. Ibrahimov

Baku Business University

  prof, dr  

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Faiq. Gasimli

PhD student of the Agricultural Economics Research Center

   

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Sabina. Valiyeva

Doctoral student of the Agro Researches Center

  Ph.D., docent  

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Okiemua. Okoror

Department of Economics, University of Benin, Nigeria | Department of Economics, University of Reading, UK

   

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Javahir. Allahverdiyeva

Azerbaijan State Agrarian University

  senior lecturer  

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Jubril. Animashaun

Department of Economics, The University of Manchester, UK / Department of Agricultural Economics, University of Ilorin, Nigeria

   

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Faig. Huseynov

Azerbaijan State University of Economics (UNEC)

   

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Ramil. Aliyev

Ph.D. student of the Agricultural Research Center

   

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Фамиль. Рустамов

Institute of Economics of the Ministry of Science and Education, "Economic problems of the agricultural sector" department

  Ph.D., docent