Volodchenko O. Technologies of Image Making of Ukraine as a Tourist Country.

Communication technologies used by mass media in making tourist image of the country on the basis of modern tourist discourse being key source of forming the social reality are brought to light and analyzed in the thesis. The most effective method of image-making is proved in the thesis to be the public relations technologies on the assumption of keeping on the ethical norms and professional standards when making messages. It is defined that positive information about the country promotes the process of forming intangible capital of a special type either іmage-making or publicity one. Necessity of creating the integrated state program on making image of the country, tourist image particularly, with the most important information component involved, has been proved on the basis of interaction of various social institutions.