Sacred Service, Cultural Transformation, and Sustainable Religious Tourism in Labuan Bajo

Religious tourism is an evolving form of cultural and spiritual mobility that connects faith, community identity, and sustainable destination development. Despite its growing significance, few studies have examined service quality in pilgrimage contexts using the 4A framework (attraction, accessibility, amenities, and ancillary services), particularly in developing regions. This qualitative study explores how the 4A dimensions shape service experiences and sustainability practices in religious tourism across three Catholic pilgrimage sites in Labuan Bajo, Indonesia: Goa Maria Golo Koe, Goa Maria Golo Kaca, and Goa Maria Rekas. Data were gathered through semi-structured interviews conducted with ecclesiastical leaders, including a diocesan priest and the Archbishop; key informant interviews with government and tourism actors; focus group discussions with local communities; and non-participatory field observations. The findings show that spiritual attraction remains the primary driver of pilgrim motivation, reinforced by local traditions and collective devotion. However, accessibility, amenities, and ancillary services are constrained by inadequate infrastructure, fragmented governance, and limited service standards. Despite these challenges, community voluntarism and the Church’s moral leadership help preserve the sanctity and authenticity of visitor experiences. This study introduces a Sacred Service Framework that integrates faith-based ethics with the 4A model to support sustainable, inclusive, and spiritually grounded religious tourism management.