This study that hotel use customer's behavior beliefs and subjective norm present theoretical model to examine closely effect relation with elements about use attitude and visit intention and are frequency analysis through actual proof analysis through questionnaire, factor analysis, reliability analysis, confirm factor analysis(CFA) and analyzed about direct & indirectness and total effect for hypothetical verification. summarize results of this study following. First, hotel use customer's behavior beliefs, was expose that belief effects in attitude. Second, hotel use customer's subjective norm of hotel use customer effects in attitude. Third, hotel use customer's attitude effects in visit intention. Fourth, total effect appeared by the behavior belief→ attitude→ visit intention, attitude→ visit intention, subjective norm→ attitude visit intention effect. This study that Ajzen(1991), Taylor & Todd (1995), Lam & Hsu (2005) effect behavior belief and subjective norm in visit intention via attitude conclusion that study finding that see because belief and subjective rule are explaining visit intention positive effect that is related via attitude hotel use customer's behavior belief who is basing to planned behavior theory is such support.