Background. Improvement of public health promotion practice at Russian resorts is constrained by insufficient knowledge and, therefore, a weak consideration of psychological factors for choosing the favorable rest conditions. The role of subject reflection of the safety of resort components remains underestimated. Objective. To identify the structural-content and functional features of the personal concept of a resort rehabilitation subject, which is determined by the reflection of security measures at a resort. Methods. The sample consisted of 200 rehabilitation subjects in the Russian Caucasian Spas and foreign resorts. There was no medical intervention. The study was conducted in 2017—2018. The methods used were unstructured interviews, questionnaires, and expert evaluation. Fisher’s angular transformation, Student’s t-test, and methods for cluster and correlation analyses were used for data processing. Results. The structure of the targeting and organizational components of the personal concept of resort rehabilitation subjects was detailed. There were statistically significant differences in the blocks of personal concepts of the subjects differentiated by the place of resort rehabilitation and the type of a resort plan. Discussion. The personal concept of a resort rehabilitation subject sets motivational selectivity of its choice of resort conditions. The variability of the resort choice is accompanied by differences in the personal concepts of rehabilitation subjects: the foreign resorts are attractive because of their comfortable conditions and high-quality service; the Russian resorts are promising in health resumption; the orientative-searching choice of a resort is characterized by the priority of novelty and high-quality board and lodging; the sustainable choice for a resort is the priority of obtaining the expected results of rehabilitation, as well as the conditions of stay at the resort. Summary. The reflection of security determines the content and structural organization of the personal concept of a resort rehabilitation subject. The personal concept of the resort rehabilitation subject is based on the unity of the targeting and organizational components, one of which combines the objectives of recovery, high-quality board and lodging, and new opportunities; the other is the compliance with the basic and contextual conditions of rest. The bilateral relations between the components of the personal concept of the resort health promotion subject determine the selective orientation of the subjects to specific rest conditions, depending on the expected result. The differences in subject priorities of the place of rest and the type of its planning are accompanied by significant variations in the personal concept of a resort rehabilitation subject. Conclusion. The study identified the features of self-consciousness of the subjects as the psychological bases for their choice of rest conditions in the resort areas. The findings determine the direction of administrative, advertising, and marketing promotion of the development of Russian resorts.