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This study explores the factors influencing Chinese people’s participation in winter sports tourism by combining demographic characteristics and the theory of planned behavior. The aim is to provide recommendations and insights for promoting the sustainable development of sports tourism and the sports industry in China and worldwide. The results of the multiple regression analysis show that behavioral attitude, subjective norms, and perceived behavioral control have a significant positive impact on behavioral intention, while perceived behavioral control and behavioral intention have a significant positive impact on actual behavior. Additionally, behavioral intention plays a significant mediating role between subjective norms, perceived behavioral control, and actual behavior. The results of fsQCA analysis show that besides the theory of planned behavior, demographic characteristics such as monthly income and education level are important factors affecting participation in winter sports tourism. Finally, propose substantial recommendations for promoting the sustainable development of winter sports tourism.<br>