A power reception guidance device that provides guidance pertaining to a non-contact power supply from a power supply unit (3) installed in a parking area to a power receiving unit (10) installed in a vehicle (2), comprising: a power receiving efficiency specifying unit (64d) that specifies a power receiving efficiency of the power receiving unit (10) at a parking position of the vehicle (2) in the parking area; a determination unit (64c) that determines whether the parking position must be changed based on the power receiving efficiency specified by the power receiving efficiency specifying unit (64d); and a guidance control unit that outputs through an output unit (62, 63) information based on the determination result of the determination unit (64c).