The article discusses the role of authenticity in the seaside destination choice and introduces the weight attributed to authenticity as a psychographic segmentation variable. Importance ascribed to authenticity of different destination attractions was acquired by use of conjoint analysis in a study carried out in Slovenia. The results show that considerable differences in terms of the quest for authenticity exist among tourists and suggest that resort product transformation by means of inclusion and promotion of authentic features should be oriented towards carefully chosen segments. Additionally, there are some indications that social changes will influence the demand structure so that an increased search for authenticity is expected in the future.