The purpose of this study is to discover marketing strategies to increase exhibition attendance through controlling and eliminating leisure constraints which prevent customers from attending exhibitions. The results showed that there were significant relationships between demographic characteristics of exhibition attendees and the leisure constraints (i.e., intrapersonal constraints, interpersonal constraints, and structural constraints) perceived by them. The findings of this study give exhibition planners, organizers, managers, and researchers, useful information for discovering marketing strategies in order to control and eliminate specific constraints which prevent customers from attending exhibitions.Keywords: Exhibition; Leisure Constraints Theory; Marketing strategy INTRODUCTIONIn past decades, the exhibition industry has been performing an important economic function in attracting huge numbers of people whose purpose is to share updated information and knowledge, to buy or sell products and services, to launch new products, and to negotiate contracts and deals (Rogers, 2003). McCabe (2001) found that the exhibition industry also provides various business opportunities with the "potential" to accelerate contracts and promotions. Bonoma (1983) described the potential of exhibitions as an effective and efficient marketing pathway not only to announce new products, provide new information, and introduce new technology, but also to interact and communicate with people face-to-face.Thus, Blythe (2002) stated that exhibitions are regarded as a tactical marketing technique to achieve a firm's business aim and to enhance communications with existing and potential customers. As domestic and international exhibitions have become greater in numbers, (Robbe, 2000). Customers also wish to take part in exhibitions because they are interested in the various displays presented at the exhibitions (Kim, Sun, & Ap, 2008).Interesting activities and low entrance fees motivate customers to attend exhibitions.However, many people may envision an exhibition as simply a quiet place where new products are displayed. Luckhurst (1951) defined an exhibition as not only an event that displays a collection of new products but also as an event that provides exciting human activities, performances, entertainment, and other dynamic activities for the exclusive purpose of achieving the marketing goals of companies. Kotler (1971) explained that marketing is not the art of discovering intelligent ways of disposing the products of firms but the art of generating authentic customer value. Luckhurst (1951) and Kotler (1971) commonly emphasized that marketing should be designed with special features which will draw customers' attention. Kotler and Levy (1969) noted that marketing is a pervasive societal activity that goes considerably beyond the selling of products alone. They asserted that the nature of marketing function is to increase product sales by improving communication with customers. Lee (2007) indicated that exhibitions and m...