As the hospitality industry market becomes more competitive today, it is essential to consider employees who face customers in all organizations, work for the organization, and ultimately improve the organization's performance. Since hotel industry workers have low job satisfaction compared to their expectations, it is urgent for them to have a sense of job calling, a professional attitude that perceives the meaning and goals of life in the work itself. Furthermore, hotel companies should develop strong strategies that motivate employees to have confidence in themselves and their organizations, and to have a commitment to work and a attitude to provide high-quality services to customers. In order to overcome this competitive situation and gain a competitive advantage, this study examines the effect of hotel employees' sense of job calling on customer orientation through self-efficacy, collective efficacy, and job enthusiasm. The results of the study are as follows. First, it was found that hotel employees' sense of job calling had a significant positive (+) effect on self-efficacy and collective efficacy job enthusiasm, but did not have a significant effect on job enthusiasm. Second, self-efficacy has a significant positive (+) effect on group efficacy, job enthusiasm, and customer orientation. Third, group efficacy has a significant positive (+) effect on job enthusiasm, but does not have a significant effect on customer orientation. Fourth, job enthusiasm was found to have a significant positive (+) effect on customer orientation.