An information processing apparatus includes: a storage that stores establishment information including identification information of an establishment, establishment position information indicating the position of the establishment, and level information indicating a level, on which the establishment is located, communication circuitry that receives, from a user terminal, a captured image captured, azimuth information, and terminal position information, and control circuitry that identifies at least one establishment existing in a building included in the received captured image based on the received terminal position information and azimuth information and the stored establishment position information, identifies the position of a level, on which the identified establishment exists, in the captured image based on the level information, and generates display information for displaying the identification information of the identified establishment on the position of the identified level of the captured image in a superimposed manner.