ABSTRACT Purpose This paper investigates how serious leisure specifically Muay Thai training in Bangkok serves as a medium for acculturation among foreign practitioners. It seeks to explore the complex relationship between cultural immersion and identity transformation through participations in a culturally significant sport. Approach A qualitative research design was employed using semi-structured interviews with 28 foreign Muay Thai practitioners who short to medium term relocated to Thailand for training. Findings The findings reveal that Muay Thai training facilitates both cultural and personal identity transformations. Practitioners reported significant cultural integration. The structured and ritualized training environment adopted deep cultural engagement. Practical implications This study provides valuable insights for Muay Thai gyms, trainers, and policymakers on how structured leisure activities can serve as platforms for cultural integration, offering frameworks to support foreign practitioners in their acculturation process. Research contribution This research advances the literature on serious leisure by linking it to cross-cultural adaptation, providing empirical insights into how leisure activities contribute to identity transformation. Originality This study offers a different perspective on the intersection of serious leisure and acculturation, highlighting how Muay Thai training acts as both a cultural exchange platform and a transformative experience for foreign participants.
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