شناسایی و تحلیل کیفی شاخص‌های زمینه‌ای و پیامدهای جذب صنعت بیمه در ورزش ایران
محورهای موضوعی : مدیریت در ورزشپیمان ترکاشوند 1 , محمد حامی 2 , وحید شجاعی 3
1 - دانشجوی دکتری مدیریت ورزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران
2 - گروه مدیریت ورزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران
3 - گروه مدیریت ورزشی، واحد ساری، دانشگاه آزاد اسلامی، ساری، ایران
کلید واژه: عوامل فرهنگی و اجتماعی, بازاریابی, حقوقی, انگیزشی, ساختاری, فنی و تخصصی,
چکیده مقاله :
این تحقیق با هدف بررسی و تحلیل عوامل پیشینی و پسینی مؤثر برجذب بیمه در صنعت ورزش ایران انجام‌شده است. روش تحقیق حاضر از منظر پاردایم از نوع تحقیقات پست مدرن بوده نوع تحقیق کیفی است و با استفاده از رویکرد تحلیل موضوعی انجام‌شده است. روش گردآوری اطلاعات مصاحبه‌های عمیق نیمه ساختاریافته بود. مشارکت‌کنندگان تحقیق خبرگان حوزه مدیریت ورزشی، بازاریابی و صنعت بیمه بودند که با استفاده از روش نمونه‌گیری هدفمند و تاکتیک گلوله برفی درنهایت 14 نفر از آن‌ها به‌عنوان حجم نمونه تحقیق در نظر گرفته شدند. برای تحلیل داده‌های کیفی، از نرم‌افزار Maxqda نسخه 2024 استفاده شد. نتایج تحلیل مضمون نشان داد که فرآیند جذب بیمه در صنعت ورزش ایران تحت تأثیر مجموعه‌ای از عوامل کلیدی قرار دارد. مهم‌ترین عوامل بازدارنده شامل نبود فرهنگ بیمه‌ای، باورهای نادرست و ضعف آموزش اجتماعی در میان ورزشکاران است. همچنین مؤلفه‌هایی همچون ناکارآمدی در بازاریابی بیمه ورزشی، ضعف زیرساخت‌های فنی و دیجیتال، چالش‌های قانونی و حقوقی، کمبود انگیزه‌های مالی برای خریداران بیمه و عدم آمادگی نیروی انسانی متخصص، از دیگر موانع شناسایی‌شده‌اند. این یافته‌ها نشان می‌دهد که موفقیت در توسعه بیمه در ورزش نیازمند اصلاحات چندبُعدی در حوزه‌های فرهنگی، زیرساختی، فنی و سیاست‌گذاری است و حاکی از آن است که شکل‌گیری نگرش مثبت نسبت به بیمه در ورزش، نیازمند مداخلات هدفمند فرهنگی، توسعه زیرساخت‌های تخصصی و تدوین سیاست‌های حمایتی و تشویقی از سوی نهادهای متولی ورزش و بیمه است. این رویکردها علاوه برافزایش رفاه و امنیت اجتماعی ورزشکاران، زمینه توسعه پایدار ورزش، جذب سرمایه‌گذاری بیشتر و ارتقای موقعیت ایران در عرصه‌های بین‌المللی را فراهم می‌کنند.
Extended Abstract
Introduction
Sport has long been recognized as one of the fundamental pillars of global culture, exerting significant influence on physical and mental health, social cohesion, and economic development. In the contemporary world, sport has evolved beyond a recreational and social activity into a dynamic global industry with considerable cultural, social, and economic implications. Within this context, the insurance industry plays a crucial role in risk management and sustainability in sports. The diverse risks associated with sporting activities—including physical injuries, legal liabilities, and financial losses—necessitate the adoption of comprehensive insurance mechanisms to safeguard athletes, clubs, and organizations. While sports insurance is an established practice in developed countries, its presence in developing contexts such as Iran remains limited and underdeveloped.
Despite its potential to mitigate risks and enhance financial security, the sports insurance sector in Iran faces several challenges, such as low awareness among athletes and organizations, insufficient legal frameworks, high costs of premiums, and limited service coverage. A review of international studies highlights how structural, cultural, and technological factors shape the development of sports insurance markets. Research also emphasizes the potential of emerging technologies, including wearable devices and big data analytics, to revolutionize risk assessment and insurance models. However, gaps remain in adapting these insights to the Iranian sports context, where systemic, economic, and regulatory barriers hinder the effective integration of insurance services.
The purpose of this study was to identify and qualitatively analyze the antecedent and consequent indicators affecting the attraction of the insurance industry in Iranian sports. Through an in-depth qualitative approach and thematic analysis of expert interviews, the study sought to uncover the underlying drivers and outcomes associated with the adoption of sports insurance. The findings highlight antecedent factors such as awareness, organizational interactions, cultural perceptions, and regulatory frameworks, alongside consequent factors including financial sustainability, enhanced athlete protection, and the stabilization of sports organizations.
This research provides practical implications for policymakers, sports managers, and insurance companies by offering a deeper understanding of the conditions required to foster the insurance industry’s integration into Iranian sports. By addressing identified barriers and leveraging opportunities, the study contributes to the development of tailored models that can support the sustainable growth of sports insurance in Iran.
Methodology
This research is classified within the postmodern paradigm and was conducted using a qualitative design. The participants consisted of experts in sports management, marketing, and the insurance industry. Data were collected through in-depth, semi-structured interviews aimed at identifying the antecedent and consequent indicators influencing the attraction of the insurance industry in Iranian sports. A purposive and snowball sampling strategy was applied to select 14 experts, ensuring access to valid and reliable insights from knowledgeable stakeholders in this field.
For data analysis, a thematic approach was adopted using open, axial, and selective coding procedures. The coding process was carried out in **MAXQDA (version 2024)** to systematically classify and interpret the interview data. The interviews were conducted both face-to-face and online, depending on participants’ availability, and were designed based on the study objectives and guiding research questions. Data collection continued until theoretical saturation was achieved, which occurred after the twelfth interview. To ensure robustness, two additional interviews were conducted, resulting in a total of 14.
To assess reliability, Cohen’s Kappa coefficient was calculated. Four interviews (4th, 7th, 11th, and 14th) were double-coded independently by two researchers at two different time intervals with a one-month gap. Agreement and disagreement in coding were examined, and Cohen’s Kappa was computed using the formula *k = (Pc – Pa) / (1 – Pa)*, where *Pa* represents the proportion of observed agreement and *Pc* the expected agreement. The analysis indicated an overall Kappa value of 0.79, which exceeds the acceptable threshold of 0.61 suggested by methodological standards, thus confirming the reliability of the coding process.
Results
Following the identification of initial statements, concepts, and main categories related to the research objective of exploring the antecedent and consequent indicators of insurance industry attraction in Iranian sports, thematic content analysis of the expert interviews yielded a total of 189 initial codes with an overall frequency of 693.
The Shannon entropy matrix revealed that 104 initial codes with a frequency of 415 were classified into seven major antecedent categories: motivational factors (importance coefficient = 72), structural and infrastructural factors (59), cultural and social factors (75), marketing factors (73), technical and professional factors (52), human factors (43), and legal factors (41). These categories collectively highlight the multidimensional drivers shaping the engagement of the insurance industry in Iranian sports. Distributional analysis further indicated that cultural and social factors accounted for 18.1% of expert perspectives, followed by marketing factors (17.6%), motivational factors (17.3%), structural and infrastructural factors (14.2%), technical and professional factors (12.5%), human factors (10.4%), and legal factors (9.9%).
In examining the consequences of attracting the insurance industry to sports, analysis of the Shannon entropy matrix uncovered 85 initial codes with a frequency of 278, grouped into eight major categories and sixteen sub-concepts. The most prominent categories were cultural and insurance socialization (importance coefficient = 56), sports development (53), and economic–financial outcomes (53). Additional consequences included technological and developmental infrastructure (25), marketing and branding (31), innovation and creativity in insurance (13), human capability (23), and legal–regulatory frameworks (24).
From the experts’ perspective, cultural and insurance socialization emerged as the most frequent consequence (20.1%), whereas innovation and creativity in insurance registered the lowest relative frequency (4.7%). A conceptual tree diagram developed in **MAXQDA (version 2022)** illustrated the interrelations among categories, confirming the presence of seven antecedent categories with twenty-one sub-concepts and eight consequent categories with sixteen sub-concepts. Overall, the results highlight both the systemic barriers and strategic opportunities that must be addressed to advance insurance integration into the Iranian sports industry.
Discussion and Conclusion
The findings of this study indicate that the attraction of the insurance industry to the field of sports in Iran is shaped by a complex interaction of antecedent and external indicators. Insurance, due to its priority in government social policies and the increasing risks associated with sports activities, plays a vital role in ensuring economic protection for athletes, coaches, and organizations. Despite the importance of insurance, the lack of a comprehensive legal framework and low awareness among stakeholders remain critical barriers.
Among the antecedent factors, cultural and social dimensions were identified as the most influential, aligning with prior studies that highlight the decisive role of cultural beliefs and consumer attitudes in shaping market behavior. Misconceptions about insurance and the absence of an insurance culture in sports require strategic interventions, including awareness-raising campaigns, educational programs, and the promotion of positive attitudes toward risk management.
Marketing factors also emerged as a critical driver, particularly through the synergy between sports marketing and insurance branding. Effective campaigns, sponsorships, and customer engagement strategies can enhance the visibility and attractiveness of insurance products in sports. Motivational, structural, and technical factors further underline the necessity of incentives, digital infrastructures, and standardized risk assessment practices to facilitate adoption.
Consequently, the integration of insurance into sports offers multidimensional outcomes, including enhanced financial security, professional development, social protection, and greater international competitiveness. Strengthening legal frameworks, investing in digital platforms, and fostering human resource capabilities are essential to overcome barriers and leverage opportunities.
In conclusion, the results provide valuable insights for policymakers, sports managers, and insurers. By focusing on cultural change, marketing innovation, and structural reforms, the insurance industry can play a pivotal role in the sustainable development of Iranian sports while simultaneously expanding its market reach.
Keywords: Cultural and social factors, marketing factors, legal factors, motivational factors, structural factors, technical and professional factors
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