International May Conference on Strategic Management – IMCSM25 May 2025, Bor Lake, Republic of Serbia 779 Volume XXI, Issue (1) (2025) 779-788 International May Conference on Strategic Management DOI: 10.5937/IMCSM25779S Original Research THE IMPACT OF PROCESS AUTOMATION ON MANAGEMENT CONTROL AND THE PERFORMANCE OF TOURISM COMPANIES: A BIBLIOMETRIC ANALYSIS Sissah Safae * , Hmioui Aziz University Sidi Mohamed Ben Abdellah, National School of Business and Management, Morocco Abstract: In today's increasingly competitive and digitalized tourism environment, companies face complex challenges in managing resources, optimizing spending and keeping customers satisfied. Process automation is a strategic response to these challenges, optimizing operational efficiency and minimizing margins for error. In this context, management control, an essential element of organizational performance, takes full advantage of automation, in particular by optimizing data collection and analysis. However, although automation offers undeniable opportunities, its impact on the performance of tourism companies has not yet been systematically studied. The aim of this study is to analyse the impact of automation on management control and the performance of tourism companies through a bibliometric analysis of scientific research publication trends. Keywords: Bibliometric analysis, management control, performance, automation, tourism companies. 1. INTRODUCTION The tourism industry, known for its dynamic and rapidly changing environment (Brown & al., 2020), is increasingly leveraging technological advancements to enhance operational efficiency and business performance (Buckley, 2011). Among these advancements, (Asadullah & Raza, 2016) process automation has emerged as a critical driver of transformation. Process automation (Gasser & Westhoff, 2012) refers to the use of technology to streamline and perform repetitive tasks (Tussyadiah, 2020), such as customer service, booking management, and data processing, that were once handled manually. By automating these tasks, (Ivanov, 2020) tourism companies can reduce operational costs, improve accuracy, and enhance productivity. However, the widespread adoption of automation in this sector raises important questions * Corresponding author: safae.sissah@usmba.ac.ma Sissah Safae, ORCID: 0009-0008-9220-3150 Hmioui Aziz, ORCID: 0000-0002-9032-4978