To test the impact of work stress on Chinese rural school principal turnover intention, 490 rural school principals in the mainland of China were asked to participate in a survey. Multiple linear regression analyses showed that work stress had a positive relation with turnover intention, while achievement motivation and place attachment had negative relations. Additionally, place attachment was a protective factor that could reduce the negative effect of work stress on job satisfaction or the positive effect of work stress on turnover intention. Additionally, the moderating effects of place attachment were mediated by job satisfaction. These findings can enrich our understanding of the relation between work stress and school principal turnover behavior and can provide some suggestions for reducing school principal turnover intention in developing countries such as the mainland of China.