Masood is a Reader (Associate Professor) in Tourism Development Studies at the University of the West of Scotland. With a multidisciplinary and interdisciplinary research profile, his work examines tourism as a driver and outcome of development, with particular focus on tourism policy and planning, governance, cultural and heritage tourism, and community-centred and regenerative approaches to destination development. His research is strongly aligned with the United Nations Sustainable Development Goals.

He has an extensive publication record in top-tier international journals and currently serves as Associate Editor (Ecotourism Section) for Frontiers in Sustainable Tourism and Associate Editor for Cogent Social Sciences (Leisure and Tourism). He is also a member of the editorial board of several leading academic journals and is actively engaged in policy-oriented and impact-focused research with public, industry and community stakeholders in the UK and internationally.

In addition, Masood serves as Associate Lead (Output) for UWS’s UoA24 submission to REF 2029, supporting the Unit of Assessment Lead in overseeing internal peer review and leading the selection and development of research outputs. He is committed to fostering research excellence, supporting staff development, and promoting open access practices across the University.

Masood is a Fellow of the Higher Education Academy and brings over a decade of professional experience in the hospitality and tourism sector, having worked with organisations including Gleneagles, Hilton, and the G1 Group. He has also served as an invited expert judge on the second series of BBC Scotland’s Scotland’s Greatest Escape Scotland’s Greatest Escape, reflecting his recognised expertise and standing within the tourism industry.

• Tourism Policy & Planning
• Cultural/Heritage Tourism
• Responsible Tourism
• Regenerative Tourism
• Tourism and Public Policy 
• Tourism and Governance 
• 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.