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In Italy 67% of forestlands belong to private, usually small-scale, owners. Understanding landowners&#8217; motivations is a crucial element to promote better and more active forest stewardship. This paper describes private forest owners&#8217; managerial motivations. After a literature review on the issue, motivations are analyzed through a case study in the municipality of Recoaro Terme, located in the outer Alps range, Veneto Region, north-east Italy. Stated reasons for forest management are empirically identified by means of structured interviews to a statistically representative sample of local forest owners. Results show that forests are much more important for their intangible values and firewood self-consumption than for timber selling or other financial benefits. Different classifications of family forest owners are presented. The more helpful one is based on a cluster analysis and leads to the identification of three owners types with different motivations: a group of owners characterized by &#8220;Intangible Values&#8221;, a cluster of the &#8220;Multiobjective&#8221; owners and a group of &#8220;Un-interested&#8221; owners. These types show different socio-demographic features, various management, aims and information-seeking behaviour. Communication strategies, and management and assistance programs that might appeal to each type are discussed

Family forest owners’ motivations in forest management activities: a case study in Recoaro Terme municipality (north-east Italy)