Answer
Price matters when money is involved, but it should be the final comparison point rather than the first. For tours and excursions, first establish licensed operator, exact itinerary, group size, transport, guide, meals, park fees, equipment, insurance, age limits, weather alternatives and cancellation terms.
Ask what is guaranteed and what depends on weather, wildlife or park access. Keep written confirmation of the inclusions and pickup details.
Once those facts are clear, compare the total cost, flexibility and the provider's ability to handle a change or problem. That produces a fairer decision than choosing from a single advertised number.
The strongest sign of a dependable option is that the written information matches what staff or organisers say when you contact them.