A segmentation study was conducted to investigate the motivational factors of spectators of hockey games in Canada. Social identity and certain motivational factors were used to understand hockey fan behavior. A survey was conducted, and the results were analyzed using principal component and K-means cluster analysis. Based on the results, the study grouped survey participants into five segments: “Rational/Selective Fans”, “Genuine-passionate fans”, “Indifferent hockey fans”, “Rational/passionate fans” and “Casual socialite fans.” The results contribute to the extant literature on hockey attendance behavior and have practical implications for the design of marketing strategy of hockey clubs.
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