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.