Penelitian ini dilatarbelakangi oleh pentingnya standarisasi pelayanan wisata religi bagi peziarah, dengan tujuan untuk menciptakan pelayanan wisata yang bisa memberikan rasa aman, nyaman, puas, serta meningkatan pengetahuan, pemahaman, kesadaran dan pencerahan spiritual. Dalam Studi ini dimaksudkan untuk menjawab permasalahan: 1). Bagaimana pelaksanaan pelayanan wisata religi bagi peziarah di Yayasan Masjid dan Makam Sunan Muria Desa Colo Kecamatan Dawe Kabupaten Kudus ?, 2). Bagaimana standarisasi pelayanan wisata religi bagi peziarah di Yayasan Masjid dan Makam Sunan Muria Desa Colo Kecamatan Dawe Kabupaten Kudus ?, 3). Bagaimana inovasi pelayanan dan potensi daya tarik wisata religi di Yayasan Masjid dan Makam Sunan Muria Desa Colo Kecamatan Dawe Kabupaten Kudus ?. Penelitian lapangan ini bersifat kualitatif dengan pendekatan/metode fenomenologi religius dan evaluatif bencmarking. Hasil penelitian menunjukkan bahwa : Pelaksanaan pelayanan wisata di Yayasan Masjid dan Makam Sunan Muria antara lain : pertama, waktu pelayanan wisata religi di dilakukan 24 jam. Kedua, ketersediaan petugas pelayanan wisata religi yang cukup. Ketiga, penilaian peziarah terhadap pelayanan wisata religi antara lain keramah tamahan, kecepatan dan kesigapan, perhatian dan empati. Keempat, pelayanan pendukung (ketersediaan fasilitas sarana dan prasarana). Standarisasi pelayanan wisata religi ziarah makam wali disusun berdasarkan tiga aspek, antara lain: 1). Standar pelayanan wisata religi perspektif teori dan konsep, 2). Standar pelaksanaan pelayanan wisata di Yayasan Masjid dan Makam Sunan Muria, dan 3). Analisis SWOT terhadap pelayanan wisata religi di Yayasan Masjid dan Makam Sunan Muria. Dari ketiga aspek tersebut peneliti merumuskan standar pelayanan wisata religi ziarah makam wali “PASTI BERKAH” dengan kepanjangan sebagai berikut : Pandu Ziarah, Akses, Spiritual, Tradisi, Informasi, Bersih, Evaluasi, Ramah, Keamanan, Area dan Fasilitas, Harmoni. Inovasi pelayanan di Yayasan Masjid dan Makam Sunan Muria dilakukan oleh pengelola melalui beberapa aksi nyata, yaitu : inovasi pelayanan fisik pariwisata, inovasi pelayanan non fisik pariwisata, inovasi administrasi dan organisasi, inovasi konsep, inovasi kebijakan, inovasi sistemik. Sedangkan potensi daya tariknya meliputi keindahan alam Desa Colo, tradisi dan budaya, ketokohan, ketauladanan serta peninggalan Sunan Muria.

ABSTRACT:
This study is motivated by the importance of standardizing religious tourism services for pilgrims to create tourism services that provide a sense of security, comfort, and satisfaction and increase knowledge, understanding, awareness, and spiritual enlightenment. This study is intended to answer the following problems: 1). How is the implementation of religious tourism services for pilgrims at the Sunan Muria Mosque and Tomb Foundation, Colo Village, Dawe District, Kudus Regency? 2). How is the standardization of religious tourism services for pilgrims at the Sunan Muria Mosque and Tomb Foundation, Colo Village, Dawe District, Kudus Regency? 3). How are the service innovations and potential attractions of religious tourism at the Sunan Muria Mosque and Tomb Foundation, Colo Village, Dawe District, Kudus Regency? This field research is qualitative with a religious phenomenology approach/method and evaluative. The results of the study show that The implementation of tourism services at the Sunan Muria Mosque and Tomb Foundation includes. First, the time of religious tourism services is 24 hours. Second, the availability of sufficient religious tourism service officers. Third, pilgrims' assessment of religious tourism services includes hospitality, speed and responsiveness, attention, and empathy. Fourth, supporting services (availability of facilities and infrastructure). Standardization of religious tourism services for pilgrimage to the tombs of saints is based on three aspects, including: 1). Standards of religious tourism services from a theoretical and conceptual perspective, 2). Standards for implementing tourism services at the Sunan Muria Mosque and Tomb Foundation, and 3). SWOT analysis of religious tourism services at the Sunan Muria Mosque and Tomb Foundation. From these three aspects, the researcher formulated the standards of religious tourism services for pilgrimage to the tombs of saints "PASTI BERKAH" with the following acronyms: Pilgrimage Guide, Access, Spiritual, Tradition, Information, Clean, Evaluation, Friendly, Security, Area and Facilities, Harmony. Through several real actions, the manager carries out service innovation at the Sunan Muria Mosque and Tomb Foundation. These include innovation in physical tourism services, such as the introduction of guided tours and improved facilities; innovation in non-physical tourism services, like the development of online resources and information; innovation in administration and organization, such as the implementation of a feedback system and staff training programs; innovation in concepts, like the promotion of sustainable tourism and cultural preservation; innovation in policies, such as the establishment of safety and security measures; and systemic innovation, which involves the integration of all these innovations into a comprehensive service model. The potential attractions include the natural beauty of Colo Village, tradition and culture, figures, role models and the legacy of Sunan Muria.