College Students’ Perceptions of and Place Attachment to Rural Areas: Case Study of Japan and China

Rural areas are facing increasing challenges including declining populations, advanced aging, and a lack of successors. This study aimed to investigate the perceptions of rural areas among Chinese and Japanese university students living in urban areas and analyze the determinants influencing their rural attachment and willingness to reside there. A total of 259 students (126 Japanese students in Chiba and 133 Chinese students in Zhengzhou) were surveyed using the place attachment scale, and asked to describe their past experiences in rural areas. Semantic analysis was employed to further explore issues related to their previous rural visit experiences. The results revealed that students’ place of birth, visiting experience, satisfaction with rural areas, interaction with local people, and convenience of accessing rural areas all influenced their attachment and willingness to move to rural areas. Chinese students expressed greater concerns regarding hygiene issues, while Japanese students were more concerned about safety. This study offers some recommendations: promoting educational resources in rural areas and addressing hygiene issues, such as unclean restrooms, in China. In Japan, the focus should be on continued promotion of rural tourism, providing more education on safe driving and environmental safety for university students, and enhancing more access to rural areas through student transportation discounts.