Objective: Based on the perspective of ecotourism research, this study constructed and empirically tested the integration model of the Theory of Planned Behavior (TPB) and landscape perception, and revealed the internal mechanism of the influence of visual perception of suburban platform landscape on tourists ‘behavioral intention through psychological cognitive variables such as attitude, subjective norms and perceived behavior control. It provides theoretical basis and practical guidance for optimizing ecotourism management strategies and improving tourists’ experience quality. Method Taking the Daijiawan Soil and water Conservation Demonstration Park in Jintai District of Baoji City as the study sample, the OpenCV image processing technology, SBE beauty evaluation method, and questionnaire survey method were integrated to construct a landscape perception quantitative system containing 26 observation indicators. Based on the Structural equation model (SEM), the path model of “landscape visual attraction-psychological cognization-behavioral intention” was empirically tested. Results The results showed that: (1) landscape visual appeal had significant positive effects on attitude, subjective norm and perceived behavioral control; (2) Perceived preference is a key affective variable affecting attitudes and subjective norms; (3) Behavioral intention is mainly driven by attitude and perceived behavioral control, and has a significant positive predictive effect on actual tour behavior. Nature and environment perception factor is the most influential latent variable to explain behavioral intention. Conclusion The visual perception of suburban platform landscape indirectly affects tourists’ behavioral intention through multiple intermediary paths. This study provides empirical basis and sustainable management practice enlightenment for the value transformation and sustainable development of ecotourism products.
