국내 치유농장 경영주의 사업동기에 따른 특성 분석

Characteristics of Agro-Healing Farms according to Business Motivation

The purpose of this study was to identify differences by business m otivation of agro-healing farms in Korea. A survey was conducted for entrepreneurs in agro-healing farmers with self-administered questionnaires. Main results of this study were as follows: First, business motivation of agro-healing farms in Korea can be classified to 1) education-oriented, 2) care-oriented, and 3) sale revenue–oriented motivation. Second, care-oriented farm s provide healing services to people in need like the disabled. These farms may be required a long-term program such as residence-required format. And these farms need supports of health and medical service personnel or institutions. Third, sale revenue–oriented farms have sources of main income from agricultural products or processed goods made in these farms. Therefore, these farms may be required a business strategy such as product development, marketing rather than agro-healing programs. fourth, the estimation of a Multinominal logistic regression model determines the characteristics of agro-healing entrepreneurs who are most likely to opt for each type motivation of participating for agro-healing farm business. the most important determ inants on business motivation of agro-healing farm s were ‘participants type in programs’, ‘program operating time’, ‘supporting health and medical service personnel or institutions’ and ‘program revenue ratio in farm operating revenue’.