Who is telling you this? I'll bet it's someone who would get a payday from having you buy a franchise you don't care for. I think it IS important that a franchisee truly enjoys the actual business of the franchise. Trust me, there will be days, perhaps many days, when your love for the business is the only thing that keeps you motivated to work through difficult times. If you are in a business that you do not intrinsically enjoy, you will feel trapped, and you may not make the correct decisions for the business.

It is very important that you not only choose a business that you truly enjoy, but that you also are well-suited to the role that you will ultimately play in the business, e.g. managing other employees, sales, customer service, etc.