In recent years, many places all over the country have been competing to attract tourists, and various"words" have been used to emphasize their uniqueness. On the other hand, rather than some official tourism pamphlets, guidebooks, and tourism websites, visitors are looking for information on the internet and social media, as well as word-of-mouth information from people who have visited tourist destinations. The authors of this paper would like to point out that because the transmission of information itself is changing in this way, the "effect of words" in tourism itself is also different from what it used to be. Since the image and brand of a region is determined by the kind of "words" used to represent the region, we must reconsider the "effects of words". Therefore, the authors investigated approximately 25 noteworthy events and projects that successfully utilized the effects of words, to clarify the following two points. 1) How do words work in improving the experiential value of tourism for visitors? 2) How do words work in encouraging residents' participation in the community development throughtourism? As a result, it was possible to classify words into four types based on their effects: a) "open recruitment type", soliciting comments from the public, b) "branding type", revitalizing the region through products and services that use characteristic words, c) "artist-mediated type", editing the words by third parties such as artists, and d) "narrative type", showing off the words and stories unique to the area. It was found that it is important to perform appropriate "editing" the words to increase the value of thevisitor experience and promote residents' participation in tourism exchange.

2025 年、第二次世界大戦後80 年を契機に周南公立大学（以下「本学」という。）経済経営学部の地域ゼミにおいて、周南市の戦中・戦後復興の動きについて調査活動を進め、同年末に発表会を行い、学生のプロポーザル（提言書）を周南市に手渡した。また、地域ゼミ所属の学生などが創設した「平和志向のまちづくりの会」の活動が、同年5 月に公益財団法人 山口きらめき財団（以下「財団」という。）の若者チャレンジ応援事業に採択され、発表会と同時に実施した周南市民への発信面を担った。これにより、学習活動と発信活動の二階建ての取組みとなり、結果として、学習活動で一定の成果が見られた。