1. An image conversion apparatus comprising: an image receiving section that receives a panoramic image; and an image enlargement/reduction section that enlarges or reduces the panoramic image while varying a magnification of a desired area of the panoramic image such that the magnification continuously varies in a continuous area of the panoramic image, wherein a width of an image which has been enlarged and reduced by the image enlargement/reduction section is fit into the panoramic image in a longitudinal direction.