Abstract
This study discussed the structural relationship between creating shared value, trust, relationship commitment, and performance attitude of tourism companies based on the KMV model. This study collected data from 335 tourism employees to verify the proposed research model. Structural equation analysis was performed to verify the relationship between the constructs. A process macro(4) analysis was conducted to verify the mediating effect of trust and relationship commitment. According to the results, creating shared value had a positive influence on trust, relationship commitment, and performance attitude. And trust had a positive influence on relationship commitment. Trust and relationship commitment had a positive influence on performance attitude. Lastly, trust and relationship commitment mediated the relationship between creating shared value and performance attitude. This study has the following academic implications: First, this study is meaningful in that it discussed creating shared value as claimed by the KMV model of Morgan and Hunt (1994). Second, this study filled in some of the gaps that the existing KMV model didn't cover.
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