This study presents the development of a conceptual model that demonstrates the dynamic nature of the relationship between service quality and guest satisfaction in the agrotourism accommodation sector, based on theories derived from social psychology and previous research in the marketing, management, and services literature. The model was tested using sample data from guests of four different agrotourism firms, and was modified because of empirical results. The final model improves understanding of the relationship between service quality and guest satisfaction because these constructs were examined from the process perspective of an agrotourism accommodation experience; it portrays service quality and satisfaction in the context of a complete system.