The purpose of this study is to identify internal and external environmental factors that influence the development of Kebun Buah Mangunan agrotourism. Knowing the strategies that can be applied and become a priority in the effort of developing Kebun Buah Mangunan agrotourism. Respondents were selected, staff Kebun Buah Mangunan agrotourism, surrounding community, visitors, Bantul Regency Agricultural Service, and Mangunan Village Government. The analytical method used is SWOT Analysis. Based on the results of the research and discussion, it can be concluded that internal factors at Kebun Buah Mangunan agrotourism as the strength of Kebun Buah Mangunan agrotourism, have extensive land, varied types of fruit, adequate agrotourism facilities and typical agrotourism. While the weaknesses are low fruit productivity, poorly maintained facilities, lack of promotion, there is no souvenir shop, there is no place for cultivation training, lack of labor, and laborers do not work according to their positions. The external agrotourism factor which is an opportunity for Kebun Buah Mangunan agrotourism is the increasing number of visitors, government policies that support, open employment opportunities, join pokdarwis, and the community participates in agrotourism development. While the threats are, competition for similar tourism objects, the entry of new arrivals in the same field, lands prone to landslides and narrow access to in and out roads. The development strategy which is a top priority based on the QSPM matrix analysis is to optimize management of Kebun Buah Mangunan agrotourism. increase the number of work, increase the number and types of fruit that are cultivated (product diversification) and other tourism activities.