국내 치유농장 경영주의 사업동기에 따른 특성 분석

• Published in: 농촌지도와 개발 Vol. 24; no. 3; pp. 173 - 183
• Main Authors: 김기용(Ki-Yong Kim), 김경미(Gyung-Mee Gim), 이상미(Sang-mi Lee)
• Format: Journal Article
• Language: Korean
• Published: 한국농촌지도학회 30.09.2017; Korean Association of Agricultural Extension
• Subjects: 농학; agro-healing; horticultural therapy; care farm; business motivation
• ISSN: 1976-3107; 2384-3705
• DOI: 10.12653/jecd.2017.24.3.0173

The purpose of this study was to identify differences by business motivation of agro-healing farm s 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 farm s in Korea can be classified to 1) education-oriented, 2) care-oriented, and 3) sale revenue-oriented motivation. Second, care-oriented farms 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 determinants on business motivation of agro-healing farms were 'participants type in programs', 'program operating time', 'supporting health and medical service personnel or institutions' and 'program revenue ratio in farm operating revenue'.