7. Environment and tourism - South Africa's natural environment and climatic conditions are some of the determinants of viability and attractiveness of the country as a tourist destination. 8. Perceptions and tourism - Research shows that when perceptions of risk are high, tourism demand at a destination is likely to decrease. A more recent case is the outbreak of Ebola in West Africa that could potentially affect travel to the continent. It is therefore important that when such events occur a strategic communication plan, including rapid response mechanism, should be developed in order to combat such misperceptions about the country.