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This thesis is concerned with the study of sustainable mobility in rural tourism areas. In particular, it aims to: i) contribute to a better understanding of the transport challenges faced by rural tourism areas; and ii) explore how to plan for sustainable mobility in such places. The overarching research question that has guided this investigation is as follows: How can rural tourism regions promote sustainable mobility? To achieve the aim of this thesis, two main aspects of sustainable mobility are addressed. Firstly, by incorporating perspectives from various stakeholder groups, including tourists, residents, second-home owners and practitioners involved in transport planning, the study seeks to gain a comprehensive understanding of transportation challenges and the travel practices of the various groups. Secondly, the thesis explores how Public Participation Geographic Information Systems (PPGIS) – a rarely-used participatory land use planning method in tourism studies - can aid in sustainable mobility planning. The thesis draws from several concepts and a theory. The concepts include monomodalism, car dependency, wicked problems, (un)desirable transport futures, automobility and public participation in planning processes. The theory is that of social representation. The thesis is based on a case study approach, focusing on four selected locations in Sweden: Sälen; Malung-Sälen; Älvdalen; and Åre. These locations are prominent rural tourism regions that face significant transport-related challenges for which they seek to implement sustainable solutions. A mixed-methods approach is employed, integrating both qualitative and quantitative techniques to address the objectives outlined in the five papers that make up the thesis. The findings of the thesis collectively show that the main challenge to sustainable mobility in rural tourism regions is one that can be termed a crisis of uncontested poly-challenges. In other words, these regions simultaneously face a conundrum of transport challenges, including the hegemony of the private car coupled with poor public transport services as well as a shortage of policy frameworks for developing sustainable mobility. In addition, the regions included in this study have historically been marginalised when it comes to transport planning research and policy, a situation which further exacerbates their peripheral position with regard to promoting sustainable mobility. This thesis makes a theoretical contribution to the fields of tourism and transport research. It does so by applying contemporary concepts in sustainability discussions and social representation theory to inform our understanding of transport challenges. Furthermore, by investigating the potential of the PPGIS method as a tool for sustainable rural mobility planning and how to design effective PPGIS studies for such planning, this thesis makes a methodological and practical contribution to the fields.