Masood is a Reader (Associate Professor) in Tourism, Culture, and Society at the School of Business and Creative Industries, University of the West of Scotland (UK). His expertise encompasses cultural heritage, policy, and planning within tourism studies. With a multidisciplinary and interdisciplinary research profile, Masood has an extensive publication record in top-tier academic journals. He currently serves as the Associate Editor for the Ecotourism Section of the Journal of Frontiers in Sustainable Tourism and is a member of the editorial board of a number of prestigious journals.

In addition, Masood is the Associate Lead (Output) for UWS’s UoA24 REF (Research Excellence Framework) 2029 submission. In this role, he supports the UOA Lead in managing the peer-review process and leads the selection and preparation of research outputs. His commitment extends to nurturing staff success, fostering research development, and championing the open access agenda at UWS.

Professionally, Masood is affiliated with the Higher Education Academy and the British Institute of Persian Studies as a Fellow. Drawing from over a decade of hands-on experience in the hospitality and tourism industry, he has contributed his expertise to organizations such as Gleneagles, Hilton, and the G1 Group.

Additionally, Masood served as an invited expert judge on the second series of BBC's Scotland's Greatest Escape, further demonstrating his reputation and expertise within the tourism industry.

• Tourism Policy & Planning
• Cultural/Heritage Tourism
• Responsible Tourism
• Regenerative Tourism
• Destination Marketing/Branding

Masood is currently working on a number of collaborative research project focusing on

• Destination Image
• Tourism and National Identity 
• Heritage Tourism and Communities 

International Tourism Organisations: Public/Private specialing in heritage tourism, tourism marketing, destination branding, destination development.

I am interested in collaborating with Destination Tourism Organisations as well as other public and private sector organisation enagged in tourism policy, planning and development.

I am also interested in collaborative research projects with colleagues from other national and international institutions working on similar research areas. 

In addition to my research activities, I have experience of developing and delivering Continuing Professional Development (CPD) and Recognised Teacher of the University (RTU) training.