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. Keywords:authenticity, seaside resorts, attractions, segmentation, conjoint analysis.