여행자 보험·로밍 결합 상품에 대한 소비자 선호도 연구: 컨조인트 분석을 중심으로

As the travel industry recovers in the post-pandemic era, demand for communication services, including roaming, and travel insurance has also increased. In particular, bundled products that combine travel insurance with communication services are gaining attention as a strategic alternative that enhances both consumer convenience and corporate profitability. These services are increasingly being sold together on platform-based services. Despite this trend, empirical studies examining consumer preferences for such heterogeneous service bundles specifically travel insurance and roaming emain limited. Research addressing preferences for each individual service is also scarce. To address this gap, this study conducted a choice-based conjoint analysis targeting 324 consumers who had traveled abroad within the past year and had experience using both travel insurance and roaming services. The aim was to systematically identify the key attributes valued in bundled offerings and to determine the relative importance of each. The results indicate that consumers place the highest value on the coverage scope of travel insurance and the data volume of roaming services. Insurance company size and whether voice calls are free also had a significant influence on preferences. In particular, willingness to pay increased when travel insurance offered broader coverage, roaming services provided more data, and the provider was a medium- or large-sized insurance company rather than a small one. In contrast, the inclusion of free voice calls in roaming was relatively less important, suggesting that the traditional appeal of making calls to one’s home country through roaming has diminished in relevance. This study provides empirical insights into consumer preferences for heterogeneous service bundles, offering practical implications for strategic alliances and customized product design between telecom providers and insurance companies.