A Study on the Impact Factors of Harbin Snow and Ice Tourism Visitors' Behavioral Intentions Based on the TPB Theory: Risk Perception as a Moderating Factor

Harbin's ice and snow tourism has become a popular destination for domestic tourism due to its unique geographical resources. This article takes the Theory of Planned Behavior (TPB) as the core framework, introduces risk perception as the moderating variable, collects 392 valid samples in Harbin Ice and Snow World Scenic Area, and conducts empirical analysis using SPSS 27.0 and AMOS 26.0 software. The results showed that tourists' attitudes, subjective norms, and perceived behavioral control all have a significant positive impact on their ice and snow tourism behavior intention, while risk perception has a significant negative impact on their ice and snow tourism behavior intention. Risk perception plays a moderating role between the TPB model and ice and snow tourism behavior intention, and a high level of risk perception will increase tourists' awareness of prevention and promote their ice and snow tourism behavior intention.