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.