ABSTRACT : The present study aims to explore the relationship between culture and identity of Kampung Naga‟s people on the one hand and tourism, especially cultural tourism, on the other. Based on our research, cultural tourism is significant in contributing to the construction and maintenance of Sundanese identity as friendly people with an interesting way of life, language and culture. This can be seen from, among other things, the daily activities of people of Kampung Naga with its uniqueness and authenticity, which are essential qualities for attracting tourists. Thus, the promotion of tourist sites and activities through the use of some aspects of Sundanese culture plays an important role in enhancing the way in which the tourist attractions are managed to better the mapping of tourism in West Java. This leads to a conclusion that tourism industry, through the use
of various cultural aspects, may become one of the ways the concept of a community is explained, for the sake of the cultural tourism promotion, along with its symbols of identity. In the end, this study also recommends that the possible negative impacts of tourism can be anticipated by optimally making use of local indigenous knowledge.
KEYWORDS: Kampung Naga, ethnolinguistics, Sundanese, identity, tourism