Farm tourism enterprises combine the commercial constraints of regional tourism, the nonfinancial features of family businesses, and the inheritance issues of family farms. They have theoretical significance in regional tourism geography and economics, family tourism business dynamics, and rural diversification. We examined motivations of farm tourism operators throughout Australia using both qualitative and quantitative methods. In contrast to Europe and the United States, social motivations are marginally more important overall than economic motivations. For most operators, however, both are important; and different motivations are dominant for different types of farm landholders and at different stages in farm, family, and business lifecycles. For some families, tourism is a critical component of income streams to keep the current generation on the family property and provide opportunities for succeeding generations. For others it combines social opportunities with retirement income. Tourism, agricultural, or rural initiatives, including farm tourism, need to incorporate this diversity.
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