Theoretical Model of Innovative Communication of China's Yellow River Culture and Suggestions for Yellow River Cultural Tourism from the Perspective of Social Media

The Yellow River culture is an important part of Chinese civilization, the root and soul of the Chinese nation, and its innovative core is the transformation of cultural “resources” into cultural “capital”, and the “cultural tourism integration” model becomes an important opportunity for this transformation. Its innovative core is the transformation of cultural “resources” to cultural “capital”, and the “cultural tourism integration” model has become an important opportunity for this transformation. This paper adopts the method of rooting theory to study the communication status of Yellow River culture. We coded 62 data of innovative expressions of Yellow River culture, extracted 63 initial concepts from 758 initial statements, abstracted 18 conceptual categories, and summarized 6 core concepts. A theoretical model of innovative communication of Yellow River culture is constructed. The research results show that communication dilemma, value judgment, content production, media elements, audience perspective, and strategy path are the important factors affecting the innovative communication of Yellow River culture. Based on this, this paper proposes the strategy of “culture and tourism + “, aiming at creating the internationalized name card of “China Yellow River”.