In Italy 67% of forestlands belong to private, usually small-scale, owners. Understanding landowners' motivations is a crucial element to promote better and more active forest stewardship. This paper describes private forest owners' 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 "Intangible Values", a cluster of the "Multiobjective" owners and a group of "Un-interested" 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.