In a facility-guidance apparatus realized in a computer by execution of a program for guiding a visitor to an exhibition place in a facility, character information indicating characters of articles exhibited at each of exhibition places is stored in advance in correspondence with place information indicating each exhibition place, for each of a target facility and a substitute facility. In response to an external input, place information for the substitute facility is designated. Then, the character information corresponding to the designated place information for the substitute facility is referred to, a degree of similarity between the character information referred to for the substitute facility and the character information for each exhibition place in the target facility is determined, and information indicating one or more candidates for the exhibition place in the target facility is outputted in the order of the degree of similarity.