经济学越来越重视对快乐的研究,并已取得了许多有益的理论和技术成果。快乐经济学强调快乐是人类行为的终极目的,在财富达到一定水平后就不会带来快乐的同比增加,而其他因素如生态环境、亲情、社会和谐等变得更重要。本文围绕“幸福悖论”、快乐测量理论与方法、“东亚快乐鸿沟”等理论观点论述快乐经济学对旅游业的重要启示。 Economics has paid more and more attention to the study of happiness and has made many beneficial theoretical and technological achievements. Happy economics emphasizes that happiness is the ultimate goal of human behavior. When wealth reaches a certain level, it will not bring about a year-on-year increase of happiness, while other factors such as ecological environment, affection and social harmony become more important. This essay discusses the important enlightenment of happy economics to the tourism industry from the theoretical perspectives of “paradox of happiness”, theory and method of measuring happiness, and “gap of happiness in East Asia”.