The purpose of this study was to identify the structural relationship among salespersons’ emotional intelligence, emotional labor strategy and sales performance in hotel personal selling. Data were collected from the salespersons in sales & marketing department of 17 deluxe hotels in Korea form November 2 to 15, 2014, and finally 224 questionnaires were analyzed. To test the hypothesis, structural equation modeling was employed. The four dimensions of emotional intelligence were identified; self emotion appraisal, others’ emotion appraisal, regulation of emotion, and use of emotion. The results of SEM revealed as follows: First, others’ emotion appraisal and use of emotion affected positively on deep acting, but any emotional intelligence factor did not affect on surface acting. Second, self emotion appraisal and others’ emotion appraisal affected positively on sales performance. Third, deep acting affected positively on sales performance, but surface acting did not affect on sales performance. Based on the findings, implications for human resource development in hotel personal selling were discussed.