In order to solve the problem that the smart phone GPS positioning technology cannot guarantee the location accuracy in the scenic spot navigation system, a tourist spot matching method based on the improved HMM model was proposed. Firstly, the traditional linear road model is improved in electronic map design. Secondly, the concept of minimum peripheral error rectangle is proposed based on the theory of error ellipse. Then, combined with location data, road data, and scenic spot data, the improved HMM model is used to calculate the matching road. Finally, Matlab simulation experiment and comparison experiment are carried out. The results show that the accuracy of the map matching algorithm based on the improved HMM model can reach 94.5%, and the average accuracy can reach 93.1%, which is 3.6% higher than that of the traditional HMM model. The test results show that the proposed algorithm is correct and practical and has a good application prospect.