As heritage gains importance to become an integral part of the urban identity for the present and the future of cities in their bid to set themselves apart from one another, the status of adaptive reuse has been elevated to re-image and re-imagine the city. While conservation is highly promoted, the underlying philosophy is placed on economic pragmatism. This paper examines the adaptive reuse of buildings in Singaporeís Chinatown and its relevance to the heritage conservation and tourism. It evaluates the types of attitudes towards ëauthenticityí and, the important aspects and dominant features that contribute to the realization of authentic experiences for visitors in this conservation district. The findings revealed that the differential definitions of ëauthenticityí under the three types of authenticity and consequently a variation in emphases in the different aspects of site presentation have resulted in a less intensive experience for tourists inclined towards objective authenticity. Even as similar aspects were identified, the interpretations of the same stimuli differ. The main contribution of this research is to provide an understanding of the touristsí mental processes and identify the dominant aspects and features of presentation that contribute to the authentic experience. These findings will allow urban planners, tourism authority and private investors to come up with strategies that can achieve a fine balance between tourism needs and heritage conservation.