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Currently, the agro-tourism field affirms increasingly on the tourism market, each agro-tourist farm trying to persuade to the customers performing services at the best prices and under conditions of great performances. For the undertaken research, we resorted to a questionnaire which ensures the information required in order to solve the problems and the issues investigated, research conducted through tourists staying in agro-tourist farms in the region of western Romania. The aim is to define the image of employees/owners in agro-tourist farms as a decisive factor of social efficiency of agro-tourist services. Accounting for a quantitative research, our study aims to achieve a sketch of the employee in agro-tourist farms, respectively to identify the qualities of staff, able to ensure an optimal level of social efficiency in this field. In this regard, we intend to undertake an analysis of customers' opinions and perceptions, on their activity within the agro-tourist farms by examining the relationships between different variables considered: the image of the employee, the agro-tourist farm market success, the role of employee for customer satisfaction. We believe that such information arising from this study will be used by the agro-tourist farms in order to improve the relations with customers and an achieved performance. [ABSTRACT FROM AUTHOR]