Abstract: In this study, taking tourists in Changchun City Jingyuetan ski field and other places as objects, to obtain relevant data with questionnaires, the writer constructed the relationship model and carriedout model verification and regression analysis, the result showed that the ice and snow sports tourism consumer cognition scale（5 items）and consumer motivation scale（4 dimensions, 15 items）had good reliability and validity; gender in demographic characteristics had no significant difference on the ice and snow sports tourism consumption behavior, age and income had significant difference on consumption motivation; consumer cognition, consumption motivation and consumption behavior had significant correlation, the regression analysis pointed out the relationship.

Key words: ice and snow sports tourism, consumer cognition, consumption motivation, consumption behavior