To read this content please select one of the options below:

Wine tourism in developing countries – the case of Armenia

Linda Bitsch (Hochschule Geisenheim University, Geisenheim, Germany)
Jon H. Hanf (Hochschule Geisenheim University, Geisenheim, Germany)
Isabel Kottmann (Hochschule Geisenheim University, Geisenheim, Germany)

Journal of Agribusiness in Developing and Emerging Economies

ISSN: 2044-0839

Article publication date: 23 April 2024




With increasing wine consumption in Armenia, both residents and inbound tourists have become attractive target groups for wine sales, which are stimulated by wine tourism activities. The objective of this explorative study is to shed light on the potential of wine tourism for rural development in Armenia.


The paper starts with a structured and interdisciplinary literature review. Based on qualitative surveys among local tour operators and wine producers, and complemented by three expert interviews, the offer of wine tourism activities in Armenia will then be analyzed.


Each of the surveyed wine producers offers wine tourism activities. Foreign tourists know little about the Armenian wine industry, however, and are interested in cultural experiences and Armenia’s breathtaking nature. Armenian wine producers need to understand the expectations of their target groups to develop or adapt their offers successfully.

Research limitations/implications

Due to the explorative nature of this study, the sample size of the surveyed wineries and tour operators is small and hence not representative. In addition, only local tour operators were surveyed. The sample should be extended to include foreign tour operators and more wineries in future research projects.


Whereas first studies on the structure and competitiveness of the Armenian wine sector exist, there is no survey on the general wine tourism in Armenia and its potential to foster rural development.



Bitsch, L., Hanf, J.H. and Kottmann, I. (2024), "Wine tourism in developing countries – the case of Armenia", Journal of Agribusiness in Developing and Emerging Economies, Vol. ahead-of-print No. ahead-of-print.



Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

Related articles