To provide a location guiding system that is ideal for advertising an object to be guided and for sensibly grasping the positional relation between the object to be guided and the present location.

A speech data registering terminal 200 inputs location data, etc., used for specifying the location of a sound source which is virtually positioned in a virtual space correspondingly to the position of an object, and registers speech data correlatively with the inputted location data, etc. In addition, the terminal 200 transmits the speed data, corresponding location data, etc., stored in a speed data registering DB 244 to an on-vehicle navigation system. When the navigation system receives the speech data, location data, etc., the system positions the sound source to the position specified by the received location data, etc., in the virtual space correspondingly to the received speech data. When the system assumes that speech is outputted from the sound source in accordance with the movement of a vehicle 100, the system generates and outputs such speech that is considered to be observed in the vehicle 100 from the sound source in a pseudo-executing way based on the corresponding speech data.