Spatial smoothing is one of the spatial operations in GIS. It makes spatial information vague and ambiguous to some extent, in order to hide the exact location or attribute of spatial objects. Since spatial smoothing is a kind of conversion of spatial data, use of visualized spatial data also changes with spatial smoothing. The degree of smoothing affects the way and result of map use. Though this has been widely recognized in cartography and GIS, few studies have been done in the literature. To fill the gap of the research, this paper analyzes the effect of spatial smoothing in map use. The experiment is performed on the focus to a facility choice on a map. The observed data are used to build and estimate a stochastic model representing the hotel choice behavior. The model serves for not only explaining the choice behavior of a hotel but also discussing it in relation to the degree of spatial smoothing.