The invention relates to the field of map navigation, and specifically relates to a scenic spot tourist navigation method. A tourist sends navigation information to a service terminal, wherein the navigation information at least comprises a navigation request, the current location of the tourist and a target position where a scenic area is. The service terminal generates a scenic spot position according to the target position where the scenic area is, and the service terminal generates a navigation route map according to the current location and the scenic spot position. The service terminal sends the navigation route map to the user terminal, the user terminal starts an AR mode, the AR mode is an augmented reality mode, and the AR mode of the user terminal presents the navigation route map for the tourist in a live-action form. The service terminal in the method provided by the invention generates the navigation route map, the user terminal presents the navigation route map to the tourist under the AR mode, thus, the tourist can clearly see the current location and the position of the scenic spot in the navigation route map, the tourist is enabled to accurately and quickly arriveat the scenic spot, and tourism experience of the tourist is improved.