The United Nations World Tourism Organization （UNWTO ［20］ （2005））, in its Indicators for Sustainable Tourism Destinations （［22］（2004）） states that sustainable tourism development needs to take into account economic, social, environmental, and cultural aspects, as there must be an appropriate balance between the three elements to ensure long-term sustainability.　Specifically, three factors are 1. optimizing the use of environmental resources; 2. respecting the socio-cultural authenticity of the host community and protecting cultural heritage and traditional values; and 3. guaranteeing long-term economic activity.　In 2013, the Sustainable Tourism Standards for Tourism Destinations, GSTC-D（［6］）, was proposed, including the C4 Protection of Cultural Heritage: IN-C4.b. Programs to recognize and protect the value of intangible cultural heritage （e.g., song, music, theatre, technology, skills）.　Several tourist destinations around the world applied the criteria.　This study addressed the issue of “protection of cultural heritage and traditional values” and tourism.　The central aspect of tourism that uses cultural aspects means ethnic tourism.　Cultural heritage and traditional values are an opportune marketing resource to generate tourism income.　In this case, the original culture and traditions of the local people may destroy multiple aspects of economic, social, and cultural life.　This point will give detriment to the local people.　The purpose of this study was to determine the consciousness of traditional artisans regarding the transmission of traditions.　It designed a survey on the attitudes of artisans mainly involved in conventional crafts to understand the impact of ethnic tourism on the traditional culture of Bali.　This study hypothesized that ethnic tourism in Bali, which tries to sell traditional culture （conventional crafts in this study） to tourists, is influenced by the demand for souvenirs and does not protect the true traditions of artisans.　The hypothesis was tested using questionnaire data: a survey of traditional artisans （wood carving and painting） conducted in August/September and December 2019 （n=103）.　Subsequently, a questionnaire was administered to artisans in traditional crafts （stone and bone carving） in July 2020 （n=133）.　The questionnaire data were analyzed using simple tabulation, comparison of means, factor analysis, and multiple regression analysis.　 As a result of the analysis, by prioritizing income to meet the demand of tourists to purchase souvenirs, the craftsmen gained the awareness that the desire to maintain the skills of traditional crafts was less of a priority.　In other words, the craftsmen did not prioritize the accurate inheritance of object shapes and textiles and not intentionally changing them.　In other words, the hypothesis of this study was verified.

JEL Classifications:Z32, Z31