Provided are a moving body guidance apparatus, a moving body guidance method and a computer-readable recording medium that are for accurately guiding a moving body to a target site. The moving body guidance apparatus has a detection unit 2 that detects, from an image 40 captured by an image capturing apparatus 23 mounted on a moving body 20, a target member image 42 captured of an entirety of a target member 30 or a feature member image 43 captured of an entirety or a portion of feature members 31 and 32 forming the target member 30, and a control unit 3 that performs guidance control for moving a set position 41 set with respect to the image 40 and indicating a position of the moving body 20 closer to the target member image 42 or closer to a designated region 44 set based on the feature member image 43.