<p>This article explores the evolving legend of Krakonoš (Rübezahl), the mountain spirit of the Krkonoše Mountains in Central Europe, through a geomythological lens. By examining the historical transformations of Krakonoš across centuries, from a demonic guardian of treasures to a benevolent protector of nature, the study reveals how myths reflect and shape the dynamic relationship between humans and the environment. The analysis considers early prospecting fears, climatic anxieties, societal values, political ideologies, and modern commercialisation, demonstrating how these forces have influenced the characterisation of Krakonoš. The article argues that understanding the cultural evolution of this mountain spirit provides valuable insights for promoting sustainable tourism, fostering environmental stewardship, and deepening visitors' sense of place within the Krkonoše landscape. It advocates for harnessing the power of geomythology to connect cultural heritage with environmental responsibility, ensuring the preservation of this unique mountain region for future generations.</p>