La Fortuna is a tourist town with every street home to a travel agency trying to sell various tours — rafting, hiking, hot springs, etc. What’s remarkable is the variance of quoted price for a given activity. Everyone marks up the base price differently.
Our lesson from Fortuna is buy tours through hostels (such as Gringo Pete’s in La Fortuna), NOT from nicer hotels or even random street corners, as their commissions tend to be much higher. The difference in price is sometimes $30-$40 or more, for the exact same tour or service.