The purpose of this study was to explore standardization in the Korean convention industry by adopting qualitative research. Specifically, this research was to conceptualize industry experts` perception of convention standardization with a grounded theory approach. Data were collected by the three focus group interviews with 17 professionals in convention industry. Results of open and axial coding showed that standardization needs such as areas and contents of standards was core phenomenon. In addition, data analysis suggested gaps between awareness and adoption of standards were causal conditions, while trends of standardization were contextual conditions. Results also showed that urgencies of standardization were intervening conditions, while integral and systematic standardization were counted as strategies. And outcome of standardization turned out to be results. Based on the results, this study suggested implications for convention standardization.