Abstract: The questionnaire survey is applied to gather information from respondents，who are tourists in Hainan. The psychological factors are aimed to be explored and image of a tourist destination for tourists visiting Hainan international tourism island and the differences in psychological motivation and destination image by different demographic samples are perceived. The following results were presented: most tourists tour information mostly came from friends and relatives，who had visited Hainan international tourism island before. The number of tourists partners is among 2-5 people. Visitors had just a general understanding of Hainan international tourism island. On the aspects of psychological factors and destination image，its the tropical island and wilderness area that attract the tourists; there is a significantly positive correlation between psychological motivation and destination image. Some suggestions concerning tourism management for local tour businesses and organizations in Hainan international tourism island are provided.

Key words: travel behavior, psychological motivation, destination image

摘要： 以到海南的游客为研究对象，采用问卷调查的方式，分析游客的心理动机及其对目的地形象知觉的反应情形，并了解不同人口统计变量的游客的心理动机及对目的地形象知觉的差异。结果发现，游客的旅游信息大多来自有来岛旅游经历的亲朋好友，同行人数以2—5人居多，游客对海南国际旅游岛的了解程度一般；从心理动机和对目的地形象知觉来看，对游客具有吸引力的是海南的热带海岛自然资源，且“心理动机”与“对目的地形象知觉”二者之间显著正相关。提出供规划区域功能组团旅游的参考策略。

关键词: 旅游行为, 心理动机, 目的地形象