The sense of community is a very topical subject. In the business and marketing sector many parties would be very interested to know what the aspects of community attractiveness are: What is the power which leads people to seek into communities and how this could be used in marketing and how it affects people's behaviour.

The thesis studied the tight-knit community of women driving the Harley-Davidson brand of motorcycles to determine how community is realized in practice, what the importance of the community is for them and what the attractiveness factors in the choice and essential stability of the hobby. It was also found out what limitations or resources the community gives to the group of women who have perceived a masculine hobby in the Harley-Davidson motorcycle culture and the benefits of the community from the marketing point of view. The thesis was commissioned by Harrikkanaiset, the Harley women community.

The thesis was made by using the qualitative research method. The topic was approached with the help of the ethnographic research method, which means that by being a part of the community the author of the thesis was able to obtain the most comprehensive information on the subject; even the kind of information that would not be revealed to a non-member.

Most important community attraction factors include social and peer sup-port in various styles and moods. The human is by nature a social being who needs peer relations, and the adoption of the similarity. Peer support also helps to cope with the difficult situations in life. The social sense of community builds trust among the members of the community, thus, the community is a very favourable target for communal marketing.