Moscovici’s social representations perspective is applied to a study of transport in a
rural destination. The principles are demonstrated using empirical data from a questionnaire
survey, developed following in-depth qualitative research. The data analysis strategy was
founded on inductive reasoning, by employing cluster analysis and correspondence analysis.
A social representations analysis demonstrates how individuals draw on socially accepted
explanations of transport where they have little or no direct knowledge or experience of
the actual transport modes (notably the alternatives to the car). By so doing, ideas are further
perpetuated. Importantly there is ambiguity surrounding responsibility to take positive action
yet a key to addressing transport issues is acknowledgement of responsibility. Keywords: social
representations, transport, rural destinations
