BA in Tourism Customer Behaviour Analysis
Course Overview
The BA in Tourism Customer Behaviour Analysis is a 36-month full honours degree (with top-up routes for Higher Diploma holders) preparing graduates for behavioural insight, CX and marketing analytics roles at OTAs, tour operators, tourism boards and travel-brand groups. It sits within LSTITM's Tourism Business, Marketing and Operations portfolio and is aligned with frameworks used by CIM, IDM, BCS and CMI.
By graduation, students can design a tourism customer behaviour study, plan and deliver a placement behavioural project, complete an applied dissertation and step into a graduate behavioural insight or marketing analytics role.
Undergraduates work through supervised behavioural studios, placement induction sessions and structured research seminars so every graduate leaves with a placement report, a behavioural portfolio and an honours dissertation credible with recruiters.
Every undergraduate carries a rolling behavioural project across the three years, gradually building a personal portfolio of tourism behavioural artefacts that a recruiter can review at graduation time.
Undergraduate assessment is spread across coursework, placement report and final honours dissertation, so students build a coherent long-form portfolio credible with behavioural tourism recruiters at graduation.
Key Features
- Full BA honours qualification with dedicated behavioural modules
- References to CIM, IDM, BCS, CMI and Tourism Society
- Delivered online, on-campus in London and by distance learning
- Placement year with OTAs, tourism boards or travel-brand insight teams
- Applied dissertation on a live tourism customer behaviour challenge
- Progression into LSTITM Master's routes in tourism experience economy
- Careers-service support with OTAs, tour operators and travel-brand groups
- Live weekly behavioural studio clinics with lecturer and peer critique
- Curated pattern library of OTA and travel-brand behavioural playbooks
What You Will Learn
- Behavioural science foundations applied to tourism decision journeys
- Advanced qual, quant and behavioural experimentation methods
- How to build a tourism behavioural study from hypothesis to report
- How behavioural insight informs CX, marketing and product decisions
- Governance, GDPR and ethics across behavioural research
- How to run a placement behavioural project end to end
- How to design a nudge programme for a tourism booking journey
- How to write an applied honours dissertation on tourism behaviour
- How to lead a small nudge programme across an OTA booking journey
- How to structure a placement report grounded in a live behavioural challenge
- How to write a graduate-level tourism behavioural strategy grounded in applied research
- How to prepare a fully worked nudge programme for a small OTA booking journey
Who This Course Is For
- School leavers targeting a full honours behavioural tourism degree
- Higher Diploma holders progressing via a top-up route
- International applicants aiming at behavioural graduate tourism careers
- Career changers building a graduate qualification in tourism behaviour
- Placement seekers targeting OTA and travel-brand behavioural teams
- International students seeking a full UK honours behavioural degree in tourism
- Working travel practitioners on flexible study routes towards a full degree
Career Pathways
- Customer Experience Manager (behavioural-led)
- Loyalty and CRM Manager (behavioural)
- Digital Marketing Manager (Travel) (behavioural)
- Product Manager (Tourism) (behavioural-led)
- Tourism Consultant (behavioural track)
- Brand Manager (Travel) (behavioural)
- Revenue Analyst (Tourism) (behavioural)
- Tourism Category Manager (behavioural)
- Junior Behavioural Travel Consultant
- Graduate Travel Behavioural Executive
The LSTITM careers service supports BA students with placement matching, CV coaching, mock interviews and warm introductions to OTAs, tourism boards and travel-brand groups across the London region.
Placement partners include a rotating pool of OTAs, tourism boards and travel-brand behavioural teams, and the careers team meets each undergraduate individually every semester to review placement outcomes.
Recent BA cohorts have moved into travel behavioural consultancy graduate schemes, OTA CX executive roles at London operators and DMO behavioural insight tracks with London tourism boards.
Entry Requirements
- A-Levels (BBC or above) or IB (26+ points) or overseas equivalents
- A completed Higher Diploma or Advanced Diploma for top-up routes
- IELTS 6.0 overall (no band under 5.5) or equivalent English proficiency
- Personal statement outlining career objectives in the tourism and travel sector
- Two academic or professional references
Why Study at LSTITM
LSTITM is the London School of Tourism and International Travel Management, a division of Harold International College of London focused on destination, business, systems and strategic tourism disciplines. Every route is aligned with recognised UK bodies including CIM, IDM, BCS, CMI and UKHospitality.
The BA in Tourism Customer Behaviour Analysis is delivered by lecturers drawn from OTA behavioural science teams, tourism board insight directorships and consultancy backgrounds, plus a dedicated careers team and placement partners in London.
The BA in Tourism Customer Behaviour Analysis articulates cleanly into the LSTITM Master's routes in tourism experience economy and integrated systems, giving graduates a clear path into executive behavioural leadership.
Undergraduates also access weekly guest lectures from London OTA behavioural leaders, tourism board insight heads and consultancy partners, so their applied learning stays close to live UK sector practice.
Apply for BA in Tourism Customer Behaviour Analysis
The BA in Tourism Customer Behaviour Analysis is a full honours route into UK-anchored behavioural tourism careers. Applications open on a rolling basis for on-campus, online and distance-learning routes. Apply for your full LSTITM undergraduate tourism degree. Enrol Now.
