The purpose of this research is to explain and evaluate the effect of customer's value on customer loyalty at Bandung tourist attraction location. The method used descriptive verification. The analysis unit is the customer in one of Bandung tourist location. The data was collected by a questionnaire of 343 respondents then processed using the Structural Equation Modeling method using the Lisrel 8.8 program. The results showed that there was a significant influence between customer value and customer loyalty. This study concludes that customer's loyalty can be influenced through efforts of increasing the customer value.