Has COVID‐19 made rural areas more attractive places to live? Survey evidence from Northwest Missouri

COVID‐19 disruptions encouraged some rural regions to think about proactively attracting newly footloose residents—but would the pandemic make rural areas seem more attractive to potential return migrants? Using econometric analysis of survey data, we find that for natives who had left the study region, attitudes about living in rural areas during COVID were lower on average than for those who stayed. Interestingly, we do find that owning a business and having a stronger sense of belonging are both associated with positive attitudinal shifts towards rural living, which has practical implications for rural migration policy.