Non-Destructive Utilization and Digital Interpretation of Museum Relics: The Mediating Role of Cultural Value Transformation in Enhancing Cultural and Creative Innovation Performance

The increasing demand for innovation in heritage management underscores the need tounderstand how technological and creative practices influence cultural and creative innovationperformance (CCIP). This study addresses a research gap by examining the mediating role ofcultural value transformation (OT) in linking non-destructive utilization technology (NDUT),digital interpretation and dissemination capability (DIDC), and creative design integration ofcultural relics (CDICR) to CCIP, grounded in the Cultural Value Chain Theory. A survey wasconducted among 400 museum professionals in Beijing, including curators, conservationscientists, digital curators, product-development managers, and heads of cultural-creativedepartments. Data were analysed using Structural Equation Modelling with Smart-PLS to assessdirect, indirect, and moderating relationships. Results indicate that NDUT significantlyinfluences OT (H1: t = 2.722, p = 0.007) and CCIP (H5: t = 3.450, p = 0.001), withcomplementary partial mediation through OT (H9: t = 2.002, p = 0.045). CDICR stronglyimpacts OT (H3: t = 4.107, p < 0.001) and fully mediates its effect on CCIP (H11: t = 2.761, p= 0.006), whereas DIDC shows no significant direct or mediated effects (H2, H6, H10). Themoderation effect of digital technology application (EJS x OT) was non-significant (H8: t =0.024, p = 0.981). These findings highlight the centrality of cultural value transformation inconverting technological and creative inputs into innovation, emphasizing strategic integrationrather than mere adoption of digital tools. The study contributes theoretically by extending theCultural Value Chain framework and practically by guiding museum administrators to prioritizevalue-enhancing integration of technology and creative design to optimize innovationoutcomes..