MSc in Tourism Customer Behaviour Analysis

Course Overview

The MSc in Tourism Customer Behaviour Analysis is a 12 to 18 month research-informed Master's programme preparing senior tourism practitioners for director-level customer behaviour analysis leadership across tour operator groups, OTAs, destination organisations and cultural attraction networks. Delivered by LSTITM in London, the programme is aligned with study standards referenced by the Chartered Institute of Marketing (CIM), the Institute of Data and Marketing (IDM), the Tourism Society and UKHospitality, and culminates in a dissertation or capstone project on a genuine sector question in customer behaviour.

By graduation, learners can lead a director-level customer behaviour analysis programme, coordinate cross-department behavioural analysis functions, prepare board-facing behaviour papers a chair can act on and manage a portfolio of senior behavioural supplier relationships. Learners also develop the calm judgement to challenge headline behavioural claims proportionately in commercial director meetings, backed by a research-informed evidence base rather than opinion.

The programme is structured around live director-tier behavioural scenarios drawn from London operator groups, OTAs and destination organisations rather than academic theory alone, and every assessment output mirrors a document a director might genuinely be asked to produce, from a board behavioural paper to a research-informed behavioural investment case.

The dissertation component allows senior practitioners to develop a research contribution to their chosen area of customer behaviour specialisation, which becomes a genuine differentiator in interviews for head-of-behaviour and CX director roles across the UK and international sector.

Key Features

• 12 to 18 month research-informed executive Master's programme with dissertation
• Content aligned with CIM, IDM, Tourism Society and UKHospitality behavioural practice
• Coverage of director-tier behaviour analysis, cross-department functions and portfolios
• Blended delivery through on-campus, online and distance routes for senior practitioners
• Assessment through board behavioural papers and a dissertation or capstone
• Focus on proportionate challenge of headline behavioural claims at director level
• Progression into head-of-behaviour and CX director roles

What You Will Learn

• Lead a director-level tourism customer behaviour analysis programme
• Coordinate cross-department behavioural analysis functions with clear accountability
• Prepare board-facing behaviour papers of a standard a chair can act on
• Manage a portfolio of senior behavioural supplier relationships
• Challenge headline behavioural claims proportionately at director level
• Interpret cross-market behavioural variance into director-tier implications
• Coach a head-of-behaviour practitioner through their first director cycle
• Develop a dissertation contribution on a real customer behaviour specialisation

Who This Course Is For

• Senior tourism practitioners moving into director-tier behaviour leadership
• Career changers with senior CX or insight backgrounds at director level
• International senior practitioners preparing for UK director-tier behaviour roles
• Destination senior officers progressing into head-of-behaviour director positions
• Consultancy senior associates moving into behaviour-focused advisory work

Career Pathways

• Head of Tourism Customer Behaviour (director)
• Customer Experience Director (Tourism)
• Tourism Consultancy Partner (behaviour)
• Tourism Programme Director (behaviour)
• Brand Manager (Travel, director-tier)
• Tourism Marketing Manager (senior director)
• Loyalty and CRM Manager (director)

The LSTITM careers service supports MSc graduates with director-tier CV work, interview practice for head-of-behaviour and CX director conversations and warm introductions to London operator groups, OTAs, destination organisations and cultural attraction partners recruiting for director-tier behaviour leaders. Graduates leave with a dissertation contribution and board behavioural papers they can talk through confidently.

Entry Requirements

• A UK 2:2 (Lower Second Class) honours degree or overseas equivalent in any discipline
• Applicants without a first degree may be considered with 5+ years senior tourism experience
• IELTS 6.5 overall (no band under 6.0) or equivalent English proficiency
• A 500-word research statement on the applicant's chosen area of customer behaviour specialisation
• Two academic or professional references and a short interview

Why Study at LSTITM

LSTITM is the London School of Tourism and International Travel Management, a specialist division of Harold International College of London focused on the destination, business, systems and strategic disciplines that shape modern global tourism. Every LSTITM programme is aligned with recognised UK tourism and marketing bodies including the Tourism Society, ITT, ABTA, the Chartered Institute of Marketing and UKHospitality.

Our postgraduate curriculum is written by former behaviour directors, CX leaders and tourism consultants, delivered across on-campus, online and distance-learning routes to fit senior professionals and international candidates alike. Behaviour tutors bring genuine director-tier behavioural leadership experience from London operator groups, OTAs and destination organisations to every workshop, giving MSc learners grounded director-level guidance rather than academic theory. Every LSTITM Master's route offers dedicated dissertation supervision alongside careers support for senior behaviour director recruitment across the UK and international operators.

Apply for MSc in Tourism Customer Behaviour Analysis

Ready to advance into director-tier customer behaviour leadership with a research-informed UK Master's aligned to recognised sector standards? Advance into executive tourism leadership with LSTITM through the MSc in Tourism Customer Behaviour Analysis, ready to move into head-of-behaviour and CX director roles across the UK visitor economy with a dissertation contribution and board behavioural paper portfolio already on your record and a supportive careers team behind every director application you make. Enrol Now