A phosphor is disclosed which is suitable for use for a fluorescent display device and driven at a driving voltage as low as 1 kV or less and free of S and Cd. Compounds of Ti, alkaline earth metal and an element of Group 13 of the periodic table in predetermined amounts are heated at 1100.degree. to 1400.degree. C. for calcination, resulting in a solid solution of the rare earth element and one element of Group 13 being formed in a phosphor matrix made of an oxide of alkaline earth metal and Ti. An example of the phosphor is SrTiO.sub.3 :Pr,Al exhibiting a red luminous color.