My puppy licks me a lot?

my golden retriever pup was sleepy so i gave it a mage and rubbed it to help it relax and then he started licking my hands. he also started to put my hand in his mouth and i thought he was going to bite but he didnt. he just put my hand in his mouth and didnt try to bite while licking me. also, while i put him in my lap he does the same thing. is this behavior to be reinforced or discouraged because i heard licking was a sign of affection? thanks.