The Effects of Employee Happiness on Brand Image in Hotel Businesses

This study examines the effects of employee happiness on the hotel's brand image in 5-star luxury hotels. Dec Turkish academic research published in Turkish and international literature between the years 2018-2024 is the main purpose of the study by systematically reviewing the academic research, to reveal the direct and indirect effects of employee happiness in hotels on the brand image of the hotel. In the literature review, it has been found that employee happiness positively affects the hotel's service quality and brand image through guest satisfaction. In cases where employee happiness is high, employees' brand loyalty and brand advocacy behaviors increase, and it has been determined that this situation makes positive contributions to brand image. The findings reveal that the internal marketing and leadership practices of enterprises aimed at ensuring employee happiness play a critical role in strengthening the brand image. As a result, it is emphasized that employee happiness should be made a strategic priority. It is proposed to examine the effects of cultural differences and digital platforms on brand image for future research.