A theme park management apparatus includes a receiving unit, a detecting unit, a generating unit, a determining unit, and a transmitting unit. The receiving unit receives information concerning a user specified attraction that is among plural attractions provided in a theme park. The detecting unit detects a congestion level for each of the attractions and the generating unit generates reservation information including a reservation time for the specified attraction. Based on the congestion level of each of the attractions, excluding the specified attraction, the determining unit determines a guidance point to which the user is guided and a privilege that becomes effective when the user follows guidance to the guidance point. The transmitting unit that transmits, to a communication terminal of the user, transmission information including the reservation information, the guidance point, and the privilege.
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