The increasing demand for innovation in heritage management underscores the need to understand how technological and creative practices influence cultural and creative innovation performance (CCIP). This study addresses a research gap by examining the mediating role of cultural value transformation (OT) in linking non-destructive utilization technology (NDUT), digital interpretation and dissemination capability (DIDC), and creative design integration of cultural relics (CDICR) to CCIP, grounded in the Cultural Value Chain Theory. A survey was conducted among 400 museum professionals in Beijing, including curators, conservation scientists, digital curators, product-development managers, and heads of cultural-creative departments. Data were analysed using Structural Equation Modelling with Smart-PLS to assess direct, indirect, and moderating relationships. Results indicate that NDUT significantly influences OT (H1: t = 2.722, p = 0.007) and CCIP (H5: t = 3.450, p = 0.001), with complementary partial mediation through OT (H9: t = 2.002, p = 0.045). CDICR strongly impacts 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). The moderation 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 in converting technological and creative inputs into innovation, emphasizing strategic integration rather than mere adoption of digital tools. The study contributes theoretically by extending the Cultural Value Chain framework and practically by guiding museum administrators to prioritize value-enhancing integration of technology and creative design to optimize innovation outcomes..