An AJAX request to one of my controller actions currently returns the full page HTML.
I only want it to return the HTML (.phtml contents) for that particular action.
Indeed the best thing would be to write another Strategy. There is a JsonStrategy which can auto-detect the accept header to automatically return Json-Format, but as with Ajax-Calls for fullpages, there it's good that it doesn't automatically do things, because you MAY want to get a full page. Above mentioned solution you mentioned would be the quick way to go.
When going for full speed, you'd only have one additional line. It's a best practice to always return fully qualified ViewModels from within your controller. Like:
public function indexAction()
{
$request = $this->getRequest();
$viewModel = new ViewModel();
$viewModel->setTemplate('module/controller/action');
$viewModel->setTerminal($request->isXmlHttpRequest());
return $viewModel->setVariables(array(
//list of vars
));
}