To provide a technique for guiding a user to receive a desirable service.

A navigation system includes a storage means which stores location information on service providing facilities made to correspond to service contents to be provided at a predetermined time and provision starting time information at each time when the service is provided, a service content specification receiving means which receives specification of the service, a candidate facility designating means which designates one or a plurality of service providing facilities made to correspond to the received service contents and locations of these facilities, as candidate facilities, an arrival time designating means which designates the time of arrival at the respective locations of the service providing facilities as the candidate facilities, a service providing time designating means which designates the time of provision when service provision is started on and after the time of arrival at the candidate facilities, and a destination setting means which selects one facility from the candidate facilities, based on a time from the current time to the service provision starting time, and sets it as the destination.