Sustainable tourism is a carefully planned activity with clear, specifi c and long-term goals that does not cause environmental devastation, and respects the social, ecological, cultural and economic value of the space in which it occurs. Th is paper presents the (un)sustainable rural tourism practice in Lika-Senj County in Croatia through a case study of the Linden Tree Retreat & Ranch and Plitvice Lakes. In order to understand the concepts of sustainable rural tourism, overtourism and

more »

... tourism and undertourism, the case study begins with an analysis of statistical data, secondary literature and examples of overtourism in Lika (Plitvice Lakes National Park). Qualitative insight (preliminary data) is used to refl ect on the Linden Tree Retreat & Ranch campaign called CIDER (Community, Integrity, Development, Evolution and Responsibility) , which can be considered as the point of departure for the enhancement of undertourism development.