The title of this article Traditional culture in modern etnography of area of Lovreć refers to the main argument of this article which is oral and literary heritage of Lovreć, a small town in Dalmatia. The central part of this article is based on my authentic research that presents the centuries old tradition of Lovreć and the region of Imotski. The collected material generally contains mostly oral lyrical poems, prayers, stories, local customs, riddles, gangu and other forms. The first part of this ariticle is presented as an introduction to the place of the research and testifies about the rich history of Lovreć. Also it offers the origin of the name of Lovreć and who was the first one that settled the region of Imotski. An overview of oral lyrical poems and prayers that are presented in this article is given in the following chapter. The research of these poems supported by literature give us a view into the lirycal past of Lovreć. The interviewed residents of this region claim that these poems past down from generation to generation and they are well known by the local people. The central part of this article refers to the church and folk heritage which are described by many customs related to the Catholic holidays. Some of these customs are still cherished and they are well knownd by the young people, while most of them are forgotten and aren`t part of the preparations for some holidays. The process of the preparations for the weddings and customs related to this special day is also described in this chapter. In the following chapters the narrators talk about some of the most interesting oral stories that have been told for decades. The tradional song of Imotski, ganga, in the best way represents the life and the mentality of the local people in the past, but not forgotten time. Numerous examples of ganga gives us a view into the thematic opus of this kind of expression as well as the view into the situation in which these extremely interesting poems are made. The last chapter presents the riddles and their creative contents that caused many troubles to the smart ones. The purpose of this article is to present and give a view into the tradition of Lovreć and contribute to the preservation of Imotski and Croatian culturale heritage in the period when the customs are becoming ignored and replaced by a modern lifestyle.