Abstract: The empirical study on the hot spring tourists in Hainan International Tourism Island has showed that tourists possess distinctive psychological wellbeing including six dimensions labeled with selfpleasure, relax, lifevalued, life satisfaction, enjoyment and selfcontrol. The tourists healthy lifestyles consist of three aspects, i.e. eating habits, medical care and stresscoping, which reasonably divided the tourists into two types－healthenthusiastic type and healthoptimistic type. The findings above indicate that healthy lifestyles can be used to be an efficient market segmentation tool and effective marketing strategies aimed at attracting tourists with different healthy lifestyles to experience psychological wellbeing.

Key words: Hainan International Tourism Island, healthy lifestyles, psychological wellbeing, tourist behavior

摘要： 实证研究发现，海南温泉旅游者具有明确的心理幸福感，包含“知足常乐”“解压放松”“有价值的生活”“生活满意”“活跃享乐”和“自主能力”等六个因素，其生活型态包括“饮食习惯”“医疗保健”与“压力处理”等三个类型，可合理区分为“积极养生族”与“乐天活力族”两类。研究成果揭示，健康生活型态是一个有效的市场区分工具，可针对不同健康生活型态的游客设计幸福感体验的促销策略来吸引游客。

关键词: 海南国际旅游岛, 健康生活型态, 心理幸福感, 游客行为