A guide apparatus 50 according to the present invention is provided with a service information DB 30d storing service information containing a service providing place and attribute information of a target user; a recognizing device 30b for acquiring an ID from image data transmitted from a cell phone 14; a retrieving device 30c for retrieving service information from the service information DB 30d on the basis of the acquired ID and for retrieving such service information that attribute information of the user of cell phone 14 coincides with attribute information of a target user, out of service information provided at service providing places near the service providing place; and a route retrieving device 20c for retrieving a route between the information about the service providing place retrieved and the cell phone 14; and transmits the route information and service information as guide information to the cell phone 14.