A tape loading mechanism can reduce a load imposed upon a tape by removing conventional inclined guides and reduce the number of assemblies necessary for forming a tape transport system. The tape transport system of the tape loading mechanism is composed of four guide members of a tension regulator guide (9) for supporting a tape unreeled from a supply reel (1), a guide post (12) having a shuttle for guiding the tape into the entrance side of a rotary drum (14), a guide post (13) having a shuttle for guiding the tape into the exit side of the rotary drum (14), and an exit guide (21) for guiding the tape into a take-up reel (3). The tension regulator guide (9) and the exit guide (21) are formed as inclined guides having flanges in order to twist the tape supported by the respective guides so that a tape transport direction and a tape height direction can be varied. Thus, the inclined guide member with the shuttle can be removed.