The article discusses the e ect of context on customer engagement and presents propensity to engage as an attitudinal antecedent of loyalty behaviors. We argue that customers may hold di erent propensity to engage depending on the speci c service context, which in turn will in uence more or less favorable behaviors. Data were collected through a convenience sample of consumers in two settings, high and low contact services. Results revealed that propensity to engage and loyalty behaviors vary signi cantly between the contexts studied. We also conclude that the majority of loyalty behaviors are correlated, in both contexts, with customers' propensity to engage.

According to the World Tourism Organization (UNWTO), in 2017 tourism had the greatest international growth in seven years, and in 2018, international tourism grew 5% reaching the mark of 1.4 billion, a figure reached two years earlier than predicted. At the same time, in the last 40 years, the video game industry has grown steadily, with games beginning to be seen as one of the primary sources of entertainment. However, there are still few studies analyzing the impact of advertising tourist destinations on digital platforms such as video games. The use of video games in the tourist context may be an inspirational tool, supporting the development of new advertising strategies for tourism marketing. Although the connection between tourism and cinema is widely documented, little research has demonstrated a credible correlation between video games and tourists' attitude towards destinations.