An ultrasound observation apparatus that generates an ultrasound image based on an ultrasound signal obtained by receiving ultrasound reflected by a contrast medium in a target region of a subject to which the contrast medium is administered includes a measuring section configured to measure predetermined measurement items related to administration of the contrast medium, an image quality setting changing section configured to change an image quality setting of the ultrasound image from one to another of a first image quality setting suitable for observing how the contrast medium flows into the target region and a second image quality setting suitable for observing how the contrast medium is retained in the target region, and a control section configured to control setting changing operation by the image quality setting changing section based on a measurement result of the measuring section.
