Transport policies to increase active and sustainable travel in Britain have focused mainly on persuading people of the health benefits of walking and cycling for short trips, and have assumed that if people can be persuaded that more active travel has personal benefits then behavioural change...

There remains only limited understanding of perceptions of travel behaviour in relation to short journeys in urban areas and, in particular, the perceived role that walking and cycling for personal travel can realistically play in contemporary society. This paper reveals discourses surrounding...