CAJ | 학술논문

以往有关乡村旅游经营者创业动机的研究主要局限于拉力创业动机和不同性别创业者拉力创业动机研究。旅游研究学者提出应该对乡村旅游经营者动机进行更为理论化和系统的研究,并对乡村旅游经营动机的性别差异做进一步的探讨。该研究以台湾地区为例,比较性别差异下中小型乡村旅游经营者的创业动机模式。探索性因子分析结果显示,乡村旅游经营者拉力创业动机包括善用农业资源、社交、更换工作与政府政策鼓励等4个因子;推力创业动机则包括工作压力、自我压力与生活压力等3个因子。后续的多元方差分析（MANOVA）结果表明,女性的拉力创业动机明显高于男性,而男性的推力创业动机则明显高于女性。研究表明,女性从事乡村旅游产业经营主要是为了追求理想的生活方式与获得利益,而男性从事乡村旅游产业经营主要是因为对过去生活不满意。
이왕유관향촌여유경영자창업동궤적연구주요국한우랍력창업동궤화불동성별창업자랍력창업동궤연구。여유연구학자제출응해대향촌여유경영자동궤진행경위이론화화계통적연구,병대향촌여유경영동궤적성별차이주진일보적탐토。해연구이태만지구위례,비교성별차이하중소형향촌여유경영자적창업동궤모식。탐색성인자분석결과현시,향촌여유경영자랍력창업동궤포괄선용농업자원、사교、경환공작여정부정책고려등4개인자;추력창업동궤칙포괄공작압력、자아압력여생활압력등3개인자。후속적다원방차분석（MANOVA）결과표명,녀성적랍력창업동궤명현고우남성,이남성적추력창업동궤칙명현고우녀성。연구표명,녀성종사향촌여유산업경영주요시위료추구이상적생활방식여획득이익,이남성종사향촌여유산업경영주요시인위대과거생활불만의。
Past studies on entrepreneurial motivations for agri-tourism operators have focused on pull factors.However,researchers have called for more theoretical and organized studies,especially concentrated on gender differences in pull and push entrepreneurial motivations for agri-tourism operators.The purpose of the study was to compare women and men＇s entrepreneurial motivations for small and medium-sized agri-tourism operators in Taiwan.The participants of this study were individuals who operated a leisure farm in five counties of the middle of Taiwan.A self-administered questionnaire containing three parts was utilized as the study instrument.The first part included a 15-item pull entrepreneurial motivation scale and the second part covered 10 items focusing on push entrepreneurial motivations.Individuals were asked to respond to each item using a 5-point Likert-type scale.Because pull and push entrepreneurial motivations will vary with different industries and operators,in this study,the development of the items regarding pull and push entrepreneurial motivations required the use of structured and unstructured methods.The third and final part addressed the respondents＇ socioeconomic background（gender,age,marital status,education,and average monthly household income） and seniority of leisure farm operation.A total of 380 usable surveys were collected in this study.Approximately 58% of the respondents were male.Most（33%） respondents were between the ages of 41 and 50.A majority of the respondents were married（87%）,high school educated（53%）,and 56% reported average monthly household incomes in less of NT 100,000（US$1.00=NT30.54,as of September 2008）.In addition,many of the respondents（66%） had five employees less,57% reported their past work experiences not related to agriculture,and the majority operated a leisure farm for three years less（46%）.The results of exploratory factor analysis indicated that pull entrepreneurial motivations for agri-tourism operators consist of ＂agricultural resource utilization＂,＂social contacts＂,＂change jobs＂,and ＂policy incentives＂,and push entrepreneurial motivations included ＂job burden＂,＂self pressure＂,and ＂life force＂.In addition,the goodness-of-fit indices of entrepreneurial motivation measurement model had an accepted fit with the data.After the measurement model was ascertained as acceptable,the multivariate analysis of variance was used to examine gender differences in entrepreneurial motivations.The results of multivariate analysis of variance displayed that pull entrepreneurial motivations were more important for female than for men agri-tourism operators but push entrepreneurial motivations were more important for men than for female agri-tourism operators.The findings showed that women engaged in agri-tourism in order to pursue the ideal way of life and benefits,however,men were forced by the un-satisfaction with the past life. The conclusion of this study is industry mangers should understand the importance and differences of entrepreneurial motivations in female and male entrepreneurs for small and medium-sized agri-tourism operators and the impacts of government policies and incentives on agri-tourism development.Destination marketing organizations should emphasize the potentiality that women could play an important key role in agri-tourism development and conduct necessary incentive campaigns for women and men entrepreneurs to ensure the sustainable economic development of such destinations in agri-tourism.