This study proposes a measure of value innovation culture for rapidly changing hotel organizations and conducts a study on how organizations with such organizational culture affect knowledge sharing and service innovation behavior. Therefore, this study summarized the theoretical background of value innovation, organizational culture, definition of value innovation culture, and value innovation culture, and selected Khanapuri's 'Framework to assess Value Innovation Potential of organization' and set the measurement items as two sub-items. In addition, through a theoretical review of knowledge sharing and service innovation behavior, the hypothesis was clearly defined and a research model was established to conduct a survey. As a result, members of an organization with a culture of value innovation are determined to constantly try to reach a consensus on innovative ideas, modify and supplement new ideas to work, try to share job information or knowledge within the hotel, and find new skills, tools, and intentions. Based on these research results, the direction of research tasks for future research was suggested along with theoretical and practical implications.