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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

3156 ­ ­ 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

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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AUTHORS

 

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Ilkin. Huseynov

Doctoral Student Agrarian Research Center

   

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Nurida. Gasimova

Ph.D. student of Azerbaijan University of Cooperation

   

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Nijat. Muradov

Ph.D. student of the Institute of Economics, Ministry of Science and Education of the Republic of Azerbaijan

   

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Javad. Gojamanov

Ph.D. student of Baku State University

   

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Ulviyya. Rasulova

Azerbaijan State University of Economics (UNEC)

   

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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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Shamil. Rajabov

Special Constructor Technology Bureau of the National Aerocosmic Agency

   

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Rashad. Ahmadov

Education Center of Tax Ministry of Azerbaijan Republic

   

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Tahmina. Safarli

Ph.D. student of the Baku State University

   

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Nigar. Gasimova

Agricultural Research Center, senior specialist

   

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Samira. Akbarova

Ph.D. student of Azerbaijan Technological University Lecturer at Mingachevir State 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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Elchin. Salahov

Azerbaijan State Agricultural University

  Doctor of Philosophy in Economics  

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Anar. Malikov

PhD candidate, Azerbaijan Cooperation University

  Phd student  

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Zohra. Abbasova

Ph.D. student of the Agro Researches Center

   

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Yusif. Akhundov

Ph.D. student of the Agricultural Research Center