中文摘要：

乡村旅游集中了许多社会问题，乡村旅游经营者追求目标多维性是表现之一。采用开办起始、正式经营和家庭相关三组变量，构建乡村旅游经营者多维目标体系。通过一手和二手数据，对中国、澳大利亚两国乡村旅游经营者进行了定量比较研究，结果表明，不同的社会制度、文化背景、经济水准导致中、澳两国乡村旅游经营者多维目标的差异性。了解不同国家乡村旅游经营者的目标和动机异同，有利于认识各国乡村旅游发展方式的差异性。促进乡村旅游的健康发展。

英文摘要：

Rural tourism involves many complicated social problems ,and multi-goals of farm hotel operators is a key issue. Start-up goals, formal business goals and family related goals make up the basic structure of multi-goals of farm hotel operators .Through analysis of first-hand and second-hand data, comparative study on multi-goals of farm hotel operators between China and Australia was conducted. The different economy, culture and social rules result in differences of multi-goals between two countries. Having a clear idea of this is good for understanding diversified developmental modes in different countries ,hence promotes better development of rural tourism in the world.