茶马古道是连接内地农业地区和边疆游牧地区间重要的驿道,川藏道更是拥有丰富的旅游资源与开发价值。文章通过对川藏茶马古道旅游资源特点及开发现状的分析,提出了政府主导、保护性开发和运用现代营销手段三个对策,加强对川藏茶马古道旅游资源的开发及利用。 The Ancient Tea Horse Road is an important post road connecting the agricultural areas in the hinterland and the nomadic frontier. The Sichuan-Tibet Railway also boasts rich tourism resources and development value. Through the analysis of the characteristics and development status quo of the Ancient Tea Horse Road in Sichuan and Tibet, the article puts forward three countermeasures of government-led, protective development and application of modern marketing measures to strengthen the development and utilization of the tourist resources of the Ancient Tea Road in Sichuan and Tibet.