THE INFLUENCE OF PERCEIVED VALUE ON SUPPORTIVE BEHAVIOR AMONG ELDERLY VISITORS TO THE PALACE MUSEUM, A WHS IN CHINA: A CHAIN MEDIATION MODEL OF NOSTALGIA AND CULTURAL IDENTITY

This study employed a population-based design with a specific focus on individuals aged 55 and above, aligning with the legally defined average retirement age for men and women in China. To ensure the robustness and practical relevance of the survey data, the research team conducted a preliminary investigation involving participation in relevant activities and field visits to museums, senior universities, and elderly communities.
During the pilot phase, several sensitive or complex terms were revised or removed based on observed issues and participant feedback, thereby enhancing questionnaire clarity and facilitating a smooth transition to the formal data collection phase.
Three postgraduate research assistants from Hunan Normal University were temporarily recruited to assist with the distribution of questionnaires to support the main survey. The Palace Museum, a UNESCO World Cultural Heritage Site, served as the data collection site. Each elderly participant received a compensation package containing items such as eggs and tissues worth approximately 20 RMB.
A total of 550 questionnaires were distributed. After eliminating 12 invalid responses due to incomplete or inconsistent answers, 538 valid responses were retained in the final dataset. These responses were used to explore issues relevant to the elderly population