This study analyzed how tourists who visited Jeju during the COVID-19 pandemic differed in their behaviors and satisfaction based on demographic characteristics. Data (n=600) were collected through an online survey from February 22 to March 4, 2023. Analyses included independent sample t-tests, one-way ANOVA, and multiple regression analysis. Results showed variations in risk perceptions: the perceived risk of COVID-19 infection was higher among women than men and was highest among those in their 40s and 50s. Tourists who made more than four visits to Jeju perceived greater economic risk than others. In terms of selection attributes, tourists in their 20s and 30s or with frequent visits rated healing factors highly. Those vaccinated more than four times or with more than four visits to Jeju also rated COVID-19 safety factors highly. Economic risk negatively impacted satisfaction, while COVID-19 infection risk had a positive impact. Both healing and safety factors positively influenced satisfaction. The findings suggest that Jeju needs to prioritize hygiene and sanitation in tourism facilities and services in the 'New Normal Tourism (NNT)' era and develop segmented healing resources and wellness tourism products to be recognized as a leading healing tourism island in Korea. Additionally, to prevent potential tourists from choosing other destinations over Jeju, Jeju's image as an expensive destination needs to be addressed.