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Ecotourism operations occasionally fail despite of becoming one of the fastest growing sectors of the tourism industry. The purpose of this study is to explore an ecotourism experience to examine both positive and negative impacts on local economy and environments from a local perspective. In order to do this, Suncheon Bay Reeds Festival has been examined using SWOT analysis and the findings show that effective strategic tools are needed in place to minimize the negative impacts of overusing natural resources. The paper also reveals that the strengths and opportunities of the festival are believed to create a competent environment for a more successful tourism destination. In addition, several strategies have been developped through the SWOT matrix to practice sustainability in ecotoruism for the long-term benefits as follows. First, the city of Suncheon should segment its tourism market in order to promote representative ecotourism image. Second, in order to minimize the congestion at the event, the operation of multiple locations at the festival, which highlight the diversity in culinary experience and other extra touristic activities such as daily excursions and shopping, should be considered. Third, improvement in an appropriate accomodation system for family groups is needed. Finally, the introduction of an entry charge can provide extra funds for environmental protection programmes. The paper also highlights the role of tourism in helping to protect the fragile ecological resources and educate tourists to promote continuous support. Furthermore, this study suggests future managerial and policy implications for practitioners.