Abstract: The concept of destination brand love reflects tourists' deep emotional connections to a destination brand and holds significant practical value for destination brand building and management. Utilizing the "Cognition-Affect-Conation" framework, this study focuses on ski tourism enthusiasts and constructs a research framework with subjective well-being and place attachment as mediating variables and self-congruity as a moderating variable. The aim is to explore how ski tourism enthusiasts' environmental restorative perception influences the formation of destination brand love. The results show that: (1) ski tourism enthusiasts' environmental restorative perception promotes the generation of subjective well-being, place attachment, and destination brand love; (2) subjective well-being and place attachment partially mediate the relationship between environmental restorative perception and destination brand love; (3) self-congruity significantly positively moderates the influence of subjective well-being and place attachment on destination brand love. That is, ski tourism enthusiasts with a higher degree of self-congruity have a stronger influence of subjective well-being and place attachment on destination brand love. This study deepens the "Cognition-Affect-Conation" relationship theory and enriches the research on the branding development of ski tourism.

Key words: ski tourism, environmental restorative perception, subjective well-being, self-congruity, destination brand love