PurposeDue to significant differences between urban and rural areas in terms of geographical environment, building scale, resident culture, social organization and other aspects, the post-disaster recovery and reconstruction models for both exhibit substantial variation. This study identifies critical strategic issues that must be addressed in housing reconstruction in the context of different social structures of urban–rural “integration” and urban–rural “dualization” to achieve the goal of “building back better” in the future.Design/methodology/approachBy taking the experience of the 5.12 Wenchuan earthquake and the Taiwan 9.21 earthquake as a reference, this study provides a thematic analysis and systematic summary of the entire process of post-disaster housing reconstruction.FindingsA successful housing reconstruction process should actively engage disaster-affected populations through participatory institutional design. Providing a diverse housing reconstruction model can coordinate the interests of the government, the market and affected individuals, promoting harmony of residential, productive and ecological functions. However, it can also lead to the division of existing communities.Research limitations/implicationsThis research relies on existing literature, government publications, academic studies and news reports, which may carry inherent biases or omissions. Future research can benefit from conducting more extensive and long-term post-reconstruction surveys to assess the sustained impact of recovery efforts while also considering additional data sources to ensure comprehensive and unbiased analyses.Practical implicationsWith the support of post-disaster reconstruction policies, diverse changes in land use can lead to urban and rural spatial pattern reform and sustainable regional development, providing a reference for formulating optimal strategies.Social implicationsThis study carries significant societal implications by addressing critical strategic issues in housing reconstruction within varying urban–rural social structures. It highlights the importance of engaging affected populations through participatory design and harmonizing government, market and individual interests. The research introduces strategies for activating rural construction land quotas and creating new funding sources, promoting sustainable regional development. Its findings contribute to post-disaster reconstruction models, offering valuable insights for policymakers and stakeholders, ultimately leading to more effective and inclusive recovery efforts and benefiting disaster-prone areas worldwide.Originality/valueThis research primarily investigates the market circulation patterns of urban and rural land under different social structures, delves into the strategies for sources of housing reconstruction funding, along with an assessment of their effectiveness.