In this paper, we address the social dimension of tourism transportation through the lens of social representation theory. Travel is a social and cultural phenomenon, and the social and cultural assumptions that underlie reported attitudes to tourism transport and related planning have barely been investigated. In this paper, we explore the multiplicity of social realities that underpin our attitudes towards transport, tourism, and subsequent planning. Our study is based on semi-structured interviews with stakeholders at two tourism destinations in Sweden. Results from our thematic analysis of the stakeholder perspectives reveal multiple values embedded in the hegemonic, emancipated, and polemical social representations. Our study challenges traditional views on tourism transportation and related planning that have so far been dominated by over-reliance on objective data and measures that predict peoples' attitudes towards transportation. We conclude that whilst mechanistic approaches to tourism transportation and related planning are key engineering solutions, they cannot be used in their entirety to address transportation issues at tourism destinations. This is because, in a tourism context, there are various stakeholders (e.g., residents, tourists, tourism business owners, and government representatives) with multiple perspectives that should be considered in the planning and management of transportation. We thus call for more studies exploring the multiple perspectives related to tourism transportation and planning in various tourism contexts.