معرفی
Natalia Velikova is a Professor in the Department of Hospitality & Retail Management at Texas Tech University's College of Human Sciences and serves as Associate Director of the Texas Wine Marketing Research Institute, holding a joint appointment that underscores her leadership in wine business research and education.
Her research interests include:
- Wine Marketing
- Wine Consumer Behavior
- Wine Tourism
- Wine Education
- Rural and Economic Development
Dr. Velikova has co-authored over 40 peer-reviewed articles and numerous conference papers and trade publications, with research trends focusing on consumer decision-making in wine markets, global wine tourism development, and educational strategies in wine appreciation. Her work often intersects hospitality management with regional economic growth, particularly in emerging and rural wine regions.
Scientific awards and honors include:
- Fulbright U.S. Scholar Fellowship (Bulgaria)
- Fulbright U.S. Scholar Fellowship (Republic of Georgia)
- Fulbright Specialist Placement (Bulgaria)
- Fulbright Intercountry Lecturing Award (Greece)
Dr. Velikova has secured competitive grants, including federal funding from the U.S. Department of Agriculture for research on emerging wine markets. She is actively engaged in academic and professional service, having served as Associate Editor for the International Journal of Wine Business Research and as Secretary on the Executive Board of the Academy of Wine Business Research. She frequently delivers guest lectures at industry conferences, bridging academia and practice.
She is affiliated with the Texas Wine Marketing Research Institute, where she contributes to interdisciplinary research initiatives focused on wine market development, consumer insights, and sustainable rural economies.
