Employees hold a great responsibility in conveying the brand equity elements of the business and the brand equity as a whole to consumers. In an intense and destructive competitive environment, it is a necessity for businesses that differ from their competitors with their brand strategy to reflect it with their employees in order to set an entire brand value proposition. Hotel businesses can achieve differentiation primarily through employee branding as pivotal. This paper explains the situation and significance of the labor factor, whose importance has increased much more in the brand equity of hotel businesses. It explains how hotel businesses create employee branding, and which elements create employee branding in hotel businesses. The study was created as a literature review and was prepared in a theoretical framework. In this context, the literature was examined and the elements that make up the employee branding in hotel businesses were determined depending on the literature, and an exemplary model that can be applied in practice by hotel businesses has been developed.
Çetin, İ., Güçlütürk-Baran, G., İçöz, O., & Polat-Üzümcü, T. (2023). Value creation and employee branding through employees: A model proposal for hotel businesses. In F. Okumus, B. Denizci-Guillet, M. Tuna, & S. Dogan (Eds.), Advances in managing tourism across continents (Vol. 3, pp. 1–18). USF M3 Publishing. https://www.doi.org/10.5038/9781955833097
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