Objective - The aim on which this study conducted is to identify the interaction of indigenous factors and external factors at a Tourism Village Nongkosawit and then to create right strategy to develop the tourist village.

Methodology/Technique - This descriptive quantitative research approach focuses on actual problems or phenomena of Nongkosawit which are described based on under-investigation facts and are then rationally and accurately interpreted. Data based on field surveys and questionnaires were evaluated with SWOT analysis (Strength, Weakness, Opportunity, Threat).

Findings - The obtained SWOT results shows that, total score of 3.26 in IFE matrix and 3.00 in the EFE matrix indicate that the appropriate strategy to development a Nongkosawit tourism village is turnaround strategy which means internal problems in this village must be minimized to seize the market opportunities. Then rehabilitating infrastructural facilities, including hotels, restaurants and local tourist guides, and taking advantage of diversity of the ecosystem.

Novelty - The study suggests that village tourism should make improvements on the internal side by performing management reconstruction and perform sharpening market segments. Stakeholders and communities must work together to support the development of rural tourism to raise the regional economy.

Type of Paper: Empirical

Keywords: Village; Tourism; Sustainable; Development; SWOT.

JEL Classification: L83, Q57.