The purpose of this study was to examine the relationship between five sociomotivational factors (stress and entertainment, achievement seeking, catharsis and aggression, salubrious effects, and community image) and attendance at minor league hockey games. Subjects (N = 257) were spectators randomly selected from three season home games of an International Hockey League team. The Scale of Attendance Motivation (SAM), developed through a review of literature and through interviewing team administrators, included a total of 45 items in Likert 5-scale. A questionnaire including the SAM items, attendance level, ticket type, and sociodemo-graphic variables was passed out to spectators during game intermissions. Regression and Kruskal-Wal-lis analyses revealed that three SAM factors (salubrious effects, achievement seeking, and stress and entertainment) were significantly (p < .05) predictive of spectator game attendance. Salubrious effects and achievement-seeking factors were also significantly (p < .05) related to ticket consumption types. To a varying extent, five sociodemographic variables (age, gender, household size, marital status, and education) were found to be significantly (p < .05) related to the SAM factors. The findings indicate that salubrious effects, achievement seeking, and stress and entertainment factors should be highlighted by a minor league hockey team when formulating marketing strategies, promotion themes, and game presentations. Team promotions utilizing sociomo-tivational profiles should take into consideration the sociodemo-graphic backgrounds of spectators.
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