Texas Tech University

Natalia Velikova, Ph.D.

Hospitality and Retail Management

Email: natalia.velikova@ttu.edu

Phone: (806) 834-3589

Office: HS 604A

Professor- Restaurant, Hotel and Institutional Management
Associate Director - Texas Wine Marketing Research Institute

Dr. Natalia Velikova holds a joint appointment between and the Texas Wine Marketing Research Institute where she serves as the Associate Director, and the Department of Hospitality & Retail Management at Texas Tech University, where she works as a Professor and teaches courses in wine marketing and wine tourism. Dr. Velikova conducts research in the area of wine consumer behavior, wine marketing, and wine tourism. Dr. Velikova received several grants, including federal funding, to conduct research on various global wine markets development. She has served as Visiting Professor at the University of Otago (New Zealand), Burgundy School of Wine & Spirits Business (France), and the Agricultural University of Georgia (Republic of Georgia)

Dr. Velikova has received numerous awards including Fulbright U.S. Scholar Award to the Republic of Georgia (2016-17), Excellence in Research, Scholarship, and Creative Activity Award (2017), Spencer A. Wells Award for Creativity in Teaching (2016), Distinguished Research Award (2013), as well as the Emerald Literati Network Award for Excellence for Best Paper in the International Journal of Wine Business Research.


Natalia Velikova

Courses Currently Teaching:

  • RHIM 4311 "Wines of the World"
  • RHIM 4340 "Wine Marketing"
  • RHIM 4350 "Wine Tourism"

Research Interests:

  • Wine Marketing
  • Wine Consumer Behavior
  • Wine Education
  • Wine Tourism

Service Interests:

  • The economic development of rural areas

Areas of Expertise:

  • Wine market development
  • Rural development
  • Wine education