This study was designed to assist in the process of gaining an enhanced understanding of international sport marketing activities. By utilizing Pease and Zhang's Spectator Motivation Scale (2001), which was specifically developed for basketball spectators, this study examined the sociomotivations of spectators who attended women's professional basketball games in South Korea. The sociomotivations of spectators were analyzed based on their sociodemographics. A total of 503 spectators from eight different women's professional basketball games played at four different venues in South Korea were surveyed. Significant differences were found between the spectators in the neutral city (Seoul) and home cities, between genders, among different age groups, among different occupations, and among different types of companions to the games. The results of this study can be used to assist the American sport industry in gaining an enhanced understanding of global sport marketing activities specifically designed for women's sport.
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