Abstract: Disseminating the red spirit is the proper meaning of the development of cultural tourism. The SichuanTibet road itself and its areas along it are rich in red cultural resources. The “two roads” spirit is a valuable spiritual wealth formed during the revolution and construction under the lead of the Communist Party of China, and it should be fully publicized and rationally utilized in the process of developing tourism. The red culture connotation should be deeply explored in the process of spreading the red spirit along the development of cultural tourism in SichuanTibet Road. Based on that, the quality of tourism products must be strengthened and the tourist satisfaction should also be improved. In the methods of dissemination, we need to make full use of the functions of traditional media, new media and selfmedia. Besides, tourist shopping is also an important cultural carrier in this development process.

Key words: “two roads” spirit, red spirit, dissemination, SichuanTibet road, cultural tourism

摘要： 传播红色精神是文化旅游发展的应有之义。川藏公路自身及沿线区域富含红色文化资源。“两路” 精神是中国共产党领导军民进行革命和建设过程中形成的宝贵精神财富，在发展旅游业的过程中，应充分宣传和合理利用。川藏公路文化旅游发展在传播红色精神过程中要重视对红色文化内涵的深度挖掘，在此基础上进一步提高旅游产品品质，提升旅游者体验满意度。在具体传播的路径方面，要充分发挥传统媒体、新媒体和自媒体作用，也要将旅游购物品这一文化载体的功能发挥好。

关键词: “两路”精神, 红色精神, 传播, 川藏公路, 文化旅游