This study investigated the awareness of residents who had not yet begun long-stay tourism undertakings in rural area in Japan, to understand their basic intentions concerning agricultural and rural-experience exchange business, farm-stay business, and receiving foreign tourists. The factors that influence the intentions are defined based on the theory of planned behavior (TPB). A survey questionnaire was employed to collect data from the residents in three communities in the Murakumo area of Tambasasayama City. A structural equation model (SEM) was used to analyze the level of the factors’ influence on the residents’ intentions. With regard to the residents’ intentions toward the three types of business, a large proportion of residents tended to hold negative attitudes. Residents almost held more negative attitude to farm-stay business and receiving foreigners than to carry out agricultural and rural-experience exchange businesses. There existed significant differences in intentions according to gender, and the intentions of males were stronger than females. In the analysis of influence factors, the factor of attitude had a significant positive effect on residents’ concerns about rural-exchange experience businesses, farm-stay businesses, and receiving foreign tourists. The factor of perceived behavioral control only had a significant positive effect on the concerns about receiving foreign tourists. The subjective norm had no significant relationship to residents’ intentions.