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.