Today's cultural heritage tourism industry not only fights to retain its place in the global marketplace, but to define what is the best way to present history while preserving and passing on core traditions and educating future generations. Through literature research, data collection, and analysis of the traditional handicraft market in Lukang, Taiwan, I have gained a better understanding of the modernization of heritage preservation, and how a community's internal hierarchy affects funding opportunities and its influence over what is considered cultural heritage. Results of extensive fieldwork and a detailed ethnographic analysis revealed that when a community consists of multiple sub-groups, it is nearly impossible to reach a consensus on who has the right to define cultural heritage, what constitutes heritage, and how it should be passed on to the next generation.