Factors Influencing Rural Migration Decisions in Scotland: An Analysis of the Evidence

4 'Pull' factors encouraging people to move to rural areas

4.1 The range of 'pull' factors identified in the literature are listed below. However, as with the 'push' factors, it should be noted that the balance between these factors varies considerably depending on the individual and geographical area involved. Moreover, the literature suggests that addressing these 'pull' factors alone will not lead to more sustainable rural populations in the long term. For example, one study ¹¹ suggests that the children of immigrants may be more likely to emigrate from rural communities, so simply attracting more in-migrants is unlikely to lead to long term success. Therefore, it is important to consider these factors in conjunction with the 'stay' factors listed in Chapter 5.

4.2 Statistics provided by GROS show that, between 2005 and 2008, the largest age group of rural in-migrants was 35 to 44 years. Statistics also indicate that 16-24 year olds are the least likely group to move into rural areas. People of pensionable age make up the second smallest age group in terms of people moving into rural areas. Importantly, however, the figures show large differences between the numbers of people moving to accessible and remote rural areas in each of these age groups, with remote rural areas experiencing much lower levels of in-migration. For more information on GROS' migration statistics, please see the Demographic Background section in Chapter 1.

Young People

4.3 The literature notes that young people are an important asset for rural areas. As a 2009 survey of young people in the Highlands and Islands explains: ' increasing the numbers of young adults living in the region… helps to sustain and invigorate communities' ¹⁴. In particular, the literature highlights young people's potential for supporting the local economy and helping to sustain local shops and services.

4.4 This 2009 survey of young people in the Highlands and Islands highlights that young in-migrants to rural areas tend to be either relatively well qualified/experienced and looking for a change in their career/a better work-life balance; or relatively poorly qualified but keen to pursue an alternative lifestyle ¹⁴. It identified many as return-migrants who had left their rural area in order to pursue higher education / start-of-career career opportunities, but who had returned due to strong connections to family and/or the local areas, or a desire to pursue the kinds of jobs available locally (see Chapter 6 on 'Return Migrants' for more information on this group).

The particular 'pull' factors thought to attract young people to rural areas include:

4.5 Local family tiesand/orother personal relationships. These are identified as an important draw by a 2009 study of young people in the Highlands and Islands, which included a survey and online discussion forums with in-migrants and return migrants ¹⁴.

4.6 Job opportunities, particularly access to high quality jobs such as those with good career progression, training opportunities and salaries. Again, this is highlighted by the 2009 study of young people in the Highlands and Islands, which included a survey and online discussion forums with in-migrants and return migrants ¹⁴.

4.7 The environment / scenery and ease of access to the high quality natural environment and outdoor activities available there ¹⁴. This is highlighted by a 2009 survey of young people's views across the Highlands and Islands, and by a mixed methods study involving a literature review, small household survey, and interview study with migrants living in three remote rural areas (Arran, Skye and Raasay, and Wester Ross) ¹⁹.

4.8 Access tolow cost/affordable housing. This is highlighted as an important consideration by a mixed methods study involving a literature review, small household survey, and interview study with in-migrants and return migrants living in three relatively remote rural areas (Arran, Skye and Raasay, and Wester Ross) ¹⁹.

4.9 A perceivedbetter quality of lifein rural areas, for example, more outdoor activities, and a more relaxed pace of life. This is mentioned by participants in the 2009 study of young people in the Highlands and Islands, which involved a survey and online discussion forums with both in-migrants and return migrants ¹⁴.

4.10 A revival in interest of Gaelic language and culture. This is indentified by a 2007, mixed methods study of migration in the Outer Hebrides (involving a literature review, survey, interviews and focus groups), and suggests that popular culture can play a part in getting young people to consider moving to rural areas ⁹.

People who are Economically Active

4.11 Several studies highlight the benefits of attracting economically active people into rural areas, particularly in terms of the contributions they make to economic and social sustainability. The potential economic benefits attributed to this group include their spending power, human capital , and job creation potential ^{32, 27}. Their potential benefits for social sustainability include the potential to readdress the demographic balance of rapidly ageing rural populations, and the likelihood that they will one day raise a family in the area ^{27, 9, 10}.

The main 'pull' factors highlighted by the literature as attracting people who are economically active to rural areas are:

4.12 Access to high quality jobs. This is highlighted by a 2006 study, which found that at least one in five of the in-migrants surveyed had moved to Roxburgh or North Lewis for employment reasons and job opportunities ³². It is also highlighted by a 2007 literature review of population change on the Shetland Isles, which explains how the job creation schemes associated with oil-related developments at Sullom Voe saw Shetland's population increase by around one third between 1971 and 1981 ⁸. In addition, a large-scale survey of young people from the Highlands and Islands (published in 2009) suggests that 20-30 year olds are attracted by high quality jobs in particular (for example, those with good training, career progression, and salaries), rather than any other types of employment ¹⁴.

4.13 However, several studies point out that jobs are not necessarily a pre-requisite for rural migration, and that other factors such as lifestyle, housing and social ties can play more important roles. Evidence includes a 1999 household survey and qualitative study undertaken across six rural areas selected for their high population turnover (Skye, North East Fife, Kyle and Carrick, Black Isle, Mearns and Crieff); and a 2004 study of in-migration to three remote rural areas (Arran, Skye and Raasay, and Wester Ross), which involved a literature review, small household survey, and 15 in-depth interviews with in-migrants and return migrants ^{6, 19}. This suggests that access to employment might sometimes be a key motivator and sometimes more of a means of facilitating migration undertaken for other reasons, depending on the particular rural area and the individuals involved.

4.14 The high quality natural environment and ease of access to a range of outdoor activities available there. This is mentioned by a large mixed methods study of population change on Orkney published in 2009; a 2004 mixed methods study (involving a literature review, small household survey, and interviews with in-migrants and return migrants living in Arran, Skye and Raasay, and Wester Ross); and a 2009 survey of young people across the Highlands and Islands, which included the views of long-term residents, in-migrants, out-migrants, and return migrants ^10,19,14.

4.15 Knowledge and familiarity with the area in particular. This is highlighted by a mixed methods study (published in 2004), which involved a literature review, small household survey, and interviews with in-migrants and return migrants living in Arran, Skye and Raasay, and Wester Ross ¹⁹.

4.16 Access to low cost/affordable housing. This is identified by a 1999 household survey and qualitative study undertaken across six rural areas selected for their high population turnover (Skye, North East Fife, Kyle and Carrick, Black Isle, Mearns and Crieff) ; and a 2009 survey of young people across the Highlands and Islands, which included long-term residents, in-migrants, out-migrants, and return migrants ⁶¹⁴. The latter study suggests that affordable housing could be a particular draw for those in their twenties and thirties.

4.17 Perceived lifestyle improvements, particularly for people seeking a change to their current career / work-life balance, or for those who have experienced a life changing event such as starting a family or being made redundant. This motivation was identified by a large-scale survey of young people from the Highlands and Islands (including out-migrants, in-migrants and return migrants) published in 2009; and by a 1999 household survey and qualitative study undertaken across six rural areas selected for their high population turnover (Skye, North East Fife, Kyle and Carrick, Black Isle, Mearns and Crieff) 14,6. Specific lifestyle improvements identified by the literature include:

• Ease of access to a high quality natural environment and the outdoor activities available there - this is highlighted by a mixed methods study of in-migration to the Highlands and Islands (published in 2004), which involved a literature review, small household survey and interviews with in-migrants and return migrants living in Arran, Skye and Raasay, and Wester Ross¹⁹.
• The strength and safety of many rural communities - this is identified by a mixed methods study of migration across rural Scotland, which involved desk based research, a household survey, interviews, and a consultation with stakeholders in Skye, North East Fife, Kyle and Carrick, Black Isle, Mearns and Crieff ¹⁹.
• Being closer to one's family - this was identified by a small scale interview study with members of the Scottish diaspora living in America, published in 2007 ³⁴.
• The benefits that rural areas offer those who want to start their own family - this was identified by a 2007 mixed methods study of migration in the Shetlands, which involved a survey and qualitative study with in-migrants and return migrants, and a 2009 study of young people's views across the Highlands and Islands ^8,14.

4.18 Long standing social relationships and family connections. This was mentioned as an important driver by a small household survey and interview study of three remote rural areas (Arran, Skye and Raasay, and Wester Ross) ¹⁹.

Families

4.19 The literature highlights the importance of attracting families in order to achieve sustainable rural communities. For example, one study notes that young families have the potential for ' sustaining communities hitherto showing persistent evidence of demographic and economic decline' ⁶, and their ability to ' represent a significant infusion of 'new blood'…which could sustain communities' ⁶. This qualitative study (published in 1999) focuses on individuals' rural migration decisions across six areas selected for their high population turnover (Skye, North East Fife, Kyle and Carrick, Black Isle, Mearns and Crieff).

The main pull factors identified as attracting families to rural areas include:

4.20 The perception that certain rural areas provide an ideal environment for bringing up children. Study participants often considered rural areas to offer plenty of freedom, safety, a high standard of primary education, and a strong and supportive community. This was highlighted by a 1999 mixed methods study of rural migration in six case study areas selected for their high population turnover (Skye, North East Fife, Kyle and Carrick, Black Isle, Mearns and Crieff). It was also a finding from a large scale mixed methods study of migration in the Outer Hebrides (involving a literature review, survey, interviews and focus groups) published in 2007; and a large-scale survey of young people in the Highlands and Islands (including long-term residents, in-migrants, out-migrants, and return migrants) published in 2009 ^12,6,9,14.

4.21 Local family ties are identified as an important motivator for participants responding to a large-scale, mixed methods study of migration in the Outer Hebrides (published in 2007) ⁹.

Older People

4.22 Several studies highlight the advantages that older people can bring to rural areas, and the important contributions that they can make to sustainable communities. For example, two studies have highlighted the potential benefits of older people's spending power, and willingness to use their political and financial muscle ^{21 20}. In addition, their freedom from workplace ties allows them to get more involved in local community life, volunteering and leisure activities ^{21, 20, 33}. One source identifies older people as being important for community continuity, stating that 'older people, particularly those who have lived most of their lives in a specific rural area, are an important resource when it comes to ensuring local traditions are upheld'²⁰.

4.23 Although many older people contributing to rural migration studies seem to have moved following their retirement, the relationship between retirement and rural migration is a complex one. For example, although 19% of the participants in one study described themselves as retired, only 3% gave retirement as their reason for moving, suggesting that the lack of employment accompanying retirement facilitates migration to rural areas, which participants may have done for other reasons. This suggests that some distinction can be drawn in individuals' migration decisions, between factors that initially motivate a person to move into a rural area, and factors that facilitate such moves. This finding comes from a large-scale household survey undertaken across six rural areas in Scotland selected for their high population turnover (Skye, North East Fife, Kyle and Carrick, Black Isle, Mearns and Crieff) , which was published in 1999 ⁶.

The main 'pull' factors highlighted by the literature as being relevant to older people in general were:

4.24 The high quality of the local environment / scenery and ease of access to it. This is highlighted by a mixed methods study of in-migration to the Highlands and Islands (published in 2004), which involved a literature review, small household survey and interviews with in-migrants and return migrants living in Arran, Skye and Raasay, and Wester Ross ¹⁹. In addition, the draw of rural Scotland's high quality natural environment and unique sense of place is mentioned by a 2006 literature review, which compares rural adult older retiree migration in Scotland and the United States ²¹.

4.25 Lifestyle improvements. Greater ease of access to a high quality natural environment, and a strong sense of community are highlighted by a 2007 study of population change in the Shetlands. The study incorporated a literature review, a large-scale survey of current residents, interviews with key stakeholders, a review of official statistics, and focus groups with long-term residents, in-migrants, out-migrants, and return migrants ⁸ .

4.26 Knowledge and familiarity with the specific geographical area. This is highlighted as a 'pull' factor by a mixed methods study (published in 2004), which involved a literature review, small household survey, and interview study with in-migrants and return migrants living in Arran, Skye and Raasay, and Wester Ross) ¹⁹.

4.27 The relative tranquillity of the area. This is also highlighted by the above study as being a key attraction for older people ¹⁹.

4.28 Access to low cost housing. This is also highlighted by the above study undertaken on Arran, Skye and Raasay, and Wester Ross ¹⁹.

4.29 The strong sense of community in rural areas. This is identified by a Scotland-wide literature review on rural migration, published in 1999; and a survey of young people's views on rural life and migration, undertaken across the Highlands and Islands, published in 2009 ^6,14.

In addition, one source examined the factors that attract people nearing retirement age. This study was based on a UK-wide household survey (published in 2006), of which 689 responses came from Scotland ³³. The factors it mentions include:

4.30 The availability of cheap, good quality housing, and the perception of good value for money in terms of housing options.

4.31 A perceivedbetter quality of life, including a high quality natural environment and more leisure activities and opportunities to enjoy in one's free time.

4.32 A change of employment status prior to retirement (for example, changing to part-time working or self-employment), making it easier for people to live further away from large employment centres.