Work

Georgia – the Cradle of Wine: How Does Cultural and Historical Heritage Influence a Country’s Marketing?

Year: 2026

Type: article

Abstract: This paper examines how Georgia uses the “Cradle of Wine” narrative in country marketing and in the digital presentation of cultural heritage. Through qualitative content analysis of official tourism communication, wine-promotion materials, and selected mediated texts, it shows that heritage works differently across audiences: familiar publics respond to recognition cues, whereas unfamiliar markets require clearer explanation and stronger quality proof. The study proposes recognition-first, proof-first, and hybrid communication strategies. It also argues that digital and media-based visibility can support the broader safeguarding environment of living heritage by strengthening awareness, legitimacy, and international recognition of traditional practices.

Source: Digital Presentation and Preservation of Cultural and Scientific Heritage

DOI: 10.55630/dipp.2026.16.30

Authors: Mariana Petrova, Oksana Vointseva

Institutions: St. Cyril and St. Methodius University of Veliko Tarnovo, University of Finance, Business and Entrepreneurship

Language: English

Topic: Cultural Identity and Heritage

Subfield: Cultural Studies

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7208829206

FWCI:

Cites: 7

Cited by:

Related to: 10