Role identity, place attachment, and perceived value are social psychology concepts that have become research hotspots as place attachment and perceived value have been introduced into tourism research in the past two years. On this basis, this paper further expands the research perspective and attempts to introduce role identity into the field of tourism. The main idea is to incorporate place attachment and perceived value as common variables in ski tourist decision-making behavior. The paper also constructs a structural model with perceived value as the antecedent variable, role identity and place attachment as the mediator variables, and decision-making behavior as the outcome variable. It takes the Winter Olympics hosting place, Chongli, Zhangjiakou, as a case study, using the SEM method to test the mechanism of action between the variables. The results of the survey show that ski tourists’ role identity and place attachment completely mediate the influence of tourism’s perceived value on decision-making behavior. Moreover, the self-identity dimension of role identity and the place identity and social bond dimensions of place attachment have a significant direct influence on decision-making behavior. The results of this study revise the conclusion that perceived value has a direct effect on decision-making behavior.